Writing Excellence - Digital/Online Content

Summary of work

The tool is a highly interactive eLearning programme, designed to lead learners through the ‘Patient Pathway’ of a typical Hidradenitis Suppurativa(HS) patient, with a fictional character ‘Ella’ as their guide.

The story begins with the ‘healthy’ patient, flowing through first signs and aetiology of the condition, the initial consultation with both her GP and subsequent appropriate specialist, and ending with the value of Humira (adalimumab) as a treatment option.

Throughout this journey, users gain essential information and an understanding of the complex personal and emotional issues experienced by patients, plus the disease-impact on carers and family.

The primary audience comprises sales representatives with variable initial scientific and product knowledge, plus other internal stakeholders who have touchpoints with clinicians, nurses, patient organisations, payers, medical scientific liaisons and AbbVie Care nurses.

Therefore, the language had to be suitable for a fairly diverse audience. The programme is split into 5 modules, with each new section progressively increasing in technical complexity, to build the user’s confidence throughout the learning.

We aimed to completely immerse the learner within the patient experience, accentuating the need for serious and timely treatment. We channelled this message through skilled writing, appropriate visuals, videos and interactive elements, emphasising symptoms. 

Judges' comments

This was a simple to follow and accurate module that communicated its message effectively and made nice use of a quiz for re-capping. The work was impactful and had clearly made an effort to engage the audience – and it certainly stays with you with after reading it.