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Excellence in Digital Communications

Sponsored by

Highly Commended

Paper to Patient

by eBee for GlaxoSmithKline


Summary of work

2010 was a big year for respiratory care in the UK. Major changes to policy appeared in two new sets of guidance – the National Strategy for COPD and new NICE Guidance. HCPs, who manage COPD patients, were faced with decoding weighty documentation into meaningful action.

A collaboration between GSK and the Primary Care Respiratory Society produced Paper to Patient – an outcomes-based training programme.

The digital programme, centred around a Tamagotchi-style game, went live in September 2010 and has seen extraordinary and ground-breaking levels of engagement by HCPs – exceeding targets by 80 per cent to reach over 18,000 HCPs with clear adoption of the new guidance in practice.


Judges comments

A very thought through integrated campaign that delivered results. It had impressive pull-through to meetings and other outputs and was an innovative display of a dry subject.


Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243