Please login to the form below

Not currently logged in

Excellence in Patient Education and Support

Sponsored by

Back to Results


Don’t Turn Your Back On It (Global)

by AbbVie
with support from Biosector 2

Summary of work

Imagine having your whole life in front of you. At 25 you have a promising career. You are active, sociable – life is sweet! At 30 back pain starts having a negative effect; constant pain, lack of sleep, inactivity and repeat visits to doctors with no satisfactory answers. 10 years pass and your quality of life has deteriorated, relationships are strained and your career has stalled, with no accurate diagnosis in sight.

This describes life for someone with inflammatory back pain (IBP). A condition affecting 1.5 million adults in the UK alone, taking on average 10 years to diagnose.

Often mistaken for injury-related pain, IBP sufferers either delay visiting a doctor or, because IBP is not top of mind for HCPs, they struggle to obtain correct diagnosis and management.

These delays and misperceptions drove AbbVie to build the global expert-led, multichannel awareness initiative, Don’t Turn Your Back On It, to change behaviour, drive diagnosis and ultimately improve the lives of people with IBP. 

Judges' comments

This multimedia, multi-country programme addressed a clear unmet need and resulted in a 36% increase in the number of people diagnosed with axial spondyloarthritis (AxSpA).


One Heart support programme - by AstraZeneca UK
with support from Atlantis Healthcare

Highly commended

Assure patient support programme (Asacol®) - by Actavis and Allergan UK
with support from Atlantis Healthcare

Highly commended


Don’t Turn Your Back On It (Global) - by AbbVie
with support from Biosector 2

Positive Conversations - by Gilead
with support from inVentiv Medical Communications

SymTrac – A master class in patient-centred programme design - by Novartis
with support from Aurora

Rethinking Hepatitis - by World Hepatitis Alliance
with support from Ketchum

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021