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The Euro RSCG Life Digital Award


Paper to Patient

GlaxoSmithKline in association with eBee

Summary of work

Winner: GlaxoSmithKline in association with eBee

The year 2010 proved big for both the Primary Care Respiratory Society (PCRS) and GSK, when major changes to policy and practice appeared in the form of two new sets of guidance. Primary care nurses and GPs, who manage most COPD patients, are 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 digital training programme targeted at 10,000 HCPs

The Paper to Patient initiative is centred on a computer game called Paper Practice. The programme as a whole comprises three components disseminated in face-to-face meetings and online:
Step 1: Understand: Immediate recommendations of the new National Strategy/NICE guidance packaged into five stage-by-stage multimedia training modules.

Step 2: Apply: ‘Paper Practice’ patient management scenarios helped practitioners implement guidance while remaining focused on the needs of those in their care.

Step 3: Take Action: An ‘action plan’ tool enables practitioners to record their objectives measurably and select from a variety of supporting resources.

The programme went live in September 2010 and has seen extraordinary and ground-breaking levels of engagement by healthcare professionals.

Judges comments

“This was an innovative approach to a very real problem – communicating strategy in way that will make a difference to patients. The project was well thought through and executed with great results. Traditional channels were used to augment the performance of this initiative and the local team were engaged and given the opportunity to follow up. There’s evidence of strong and effective collaboration with PCRS and changed behaviours.”

Highly commended

Psoriasis360 Social Media Campaign - Janssen in association with Creative Lynx


GSK iDeal – helping pharmacists manage their trading deals and discounts more efficiently - GlaxoSmithKline in association with SapientNitro

Questival website - Bayer Healthcare in association with Langland - Roche Products Ltd UK and Chugai Pharma UK Limited in association with Tonic Life Communications

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020