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The Judges’ Special Award for Innovation

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‘Getting Straight to the Point’ at the World Diabetes Congress 2013

Novo Nordisk with support from Biosector2

Summary of work

With diabetes rates on the rise worldwide, helping people to manage their type 2 diabetes (T2D) effectively is a vital and complex necessity. Common misconceptions and misunderstandings surrounding the failure to manage T2D are often directed at patients who are perceived as ‘negligent’ and ‘unmotivated’ about their health. Novo Nordisk however believes the issue is far more complex and feels these assumptions must be challenged if we seek to inspire change. 

It thus turned to the power of theatre and in collaboration with their communication agency Biosector2 developed a unique symposium which was the first, and only, theatrical production at the World Diabetes Congress (WDC) 2013. Using professional actors ‘Getting Straight to the Point’ exposed the communication-based barriers that impede patients and HCPs in the everyday management of T2D.

Over 400 delegates attended the symposium and the associated Call-to-Action was included in a data release published across 222 outlets worldwide reaching a potential 75 million people. The unique and carefully crafted format inspired delegates to reassess their understanding of the issues surrounding T2D management and the play is now set to be replicated around the globe throughout 2014 and 2015, ensuring a continuous and enduring legacy.

Judges comments

Using expert input and good research upfront to develop a script, and a lot of thought and effort was then put in to drive attendance to the play at conferences. This is an excellent, innovative approach to engage HCPs in a situation where a breakdown in communication was the cause of low adherence.


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‘Getting Straight to the Point’ at the World Diabetes Congress 2013 - Novo Nordisk with support from Biosector2

Decisions in Time - Novo Nordisk with support from emotive

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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