Winner
MyAsthma
Summary of work
Launched in January 2012, MyAsthma is an un-branded, patient support programme created for GSK.
Asthma is a highly prevalent condition affecting over 5.4 million people in the UK alone. However, it is estimated that over half of patients do not have their condition under control.Developed in collaboration with leading KOLs such as asthma expert Professor Mike Thomas and behavioural psychologist Professor Rob Horne, MyAsthma is a multi-platform programme targeting a disengaged population of asthma patients who are traditionally very hard to reach.
MyAsthma uses the Asthma Control Test (ACT), a validated questionnaire developed by GSK, to enable patients to objectively measure their asthma control and motivate them to change their current behaviour.
MyAsthma provides the user with personalised support messages, helping the patient to improve their asthma management, along with valuable information on their disease.Within one year of launch, 4,486 target users have registered on the MyAsthma programme in the UK, nearly 30% above target.
MyAsthma has achieved anecdotal acclaim from patients, healthcare professionals and industry experts and is currently in the process of rolling out to a further 13 markets worldwide.
Judges’ comments
My Asthma by GSK was a clear winner in this category. Putting patients at the centre, and through an innovative use of technology, it afforded patients in a difficult-to-reach age population an opportunity to collect information about their condition and use it in an ongoing dialogue with their physicians to improve the control of their asthma.
