Excellence in Healthcare Collaboration and Partnerships

Summary of work

See Psoriasis: Look Deeper is a collaboration of expert HCPs, patient groups and a patient that was brought together by AbbVie in 2012. The Collaboration works to look beyond the physical aspects of psoriasis and recognise the co-morbidities associated with the disease, including emotional well-being and quality of life.

The Collaboration consists of representatives from the Psoriasis Association and the Mental Health Foundation; Dr Sandy McBride, Consultant Dermatologist, Royal Free Hampstead NHS Trust; Dr Christine Bundy, Senior Lecturer in Behavioural Medicine, University of Manchester and psoriasis patient, comedian, writer and broadcaster, Toby Hadoke.

Since its launch, the Collaboration has published peer reviewed, innovative research to build a strong evidence base of the psychological impact of psoriasis, conducted extensive engagement activity with HCPs, patients and the wider public and collaborated with the NHS to develop psychological support materials for patients with the aim of helping people with psoriasis cope better with the emotional impact of the condition.

With endorsements from thought leaders and leading professional groups, the Collaboration has established itself as a credible voice in dermatology that is not only calling for recognition and change in psoriasis care but is also working to directly improve the lives of patients.

Judges comments

This well-thought-through campaign achieved excellent outcomes thanks to a solid, stepwise approach. The team clearly set out to raise awareness of the psychological impact of psoriasis among HCPs and did so in an interesting way. It is so refreshing to see true collaboration in progress.