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Healthcare Collaboration Award

Finalist

Joint Working?

Arthritis and Musculoskeletal Alliance, Chugai & Roche, supported by MHP Health Mandate


Summary of work

This campaign rallied a disparate group of stakeholders to work together for a common cause. In marketing terms, it reshaped the debate on musculoskeletal services, enabling the entire stakeholder community to coalesce around one central message: national action was required to tackle unacceptable variations, which were damaging patient outcomes.

Dense policy information was translated into compelling policy messages, showing why action at a national and local level was necessary. This has transformed the profile of musculoskeletal conditions, leading to recognition from the Secretary of State, NHS Chief Executive and NHS Medical Director of the need for action.

What is more, local commissioners are following their lead. Although there is a long way to go, improving musculoskeletal services is a national and local priority like never before. Chugai, Roche and ARMA’s partnership successfully positioned the two organisations at the heart of efforts to improve the quality and consistency of services.

Judges comments

“Great initiative and a good example of collaboration influencing national policy extremely effectively. It is an important subject, one with suboptimal treatment approaches and variations. It was a very difficult task but produced nice results.”