The Judges' Special Award for Innovation in Healthcare Communications

Summary of work

Decisions in Time (DiT) is a one-day, peer review, patient case study workshop developed for Novo Nordisk and brought to life with an integrated and unique digital framework. DiT - designed for primary care professionals with a specialist interest in diabetes management - presents patient case studies in a novel and engaging way with the use of virtual mannequins, a bespoke application, key issues messenger and real-time responsive visualisations. This approach has enabled us to develop a programme capable of providing a positive space for discussion and debate – the ideal platform for eliciting behavioural change among our target audience. DiT and its digital framework have received glowing delegate and stakeholder feedback. DiT workshops have now been run in seven major UK cities for around 150 specialist healthcare professionals, between November and December 2013. Further events and programme adaptations are planned.

Judges comments

This entry really pushed the boundaries in terms of how pharma uses digital and made nice use of technology to bring the patient perspective to life in a reproducible way that provided consistency of message. The mannequins are a fun and engaging way of bringing the usually boring KOL ‘head and shoulder video’ to life. A great example of injecting innovation into a classic meeting setting.