The Havas Life London Award for Customer Focus Excellence via Digital/Social Media

For the market-leading allergy blood test, the NICE guidance recommending that food allergy testing should be conducted in Primary Care presented a potentially huge opportunity. However, with low knowledge and confidence in allergy diagnosis in Primary Care, and with no Primary Care salesforce, the challenge was to reach and educate GPs to encourage them to perform their first allergy test. 

An educational campaign to be communicated and disseminated was developed via a range of integrated digital channels. This targeted an audience of approximately 25,000 – 30,000 GPs via seven emails and approximately 20,000 nurses in Primary Care via a single email.

After careful qualitative research of 10 GPs over 12 months, gaps were identified that could be addressed with specific tools. These tools were developed with key opinion leaders and primary care, to ensure accuracy and usefulness respectively. These included:

• Allergy Identification and Management tool (AIM) – a step-wise tool to help Primary Care

• Patient leaflets 

• Factsheets for use in surgeries

• Allergy Action plans for HCPs

To give these tools and edetails longevity, all are available at www.allergyeducation.co.uk – an exhaustive educational resource that helps Primary Care implement the NICE guidelines and includes patient and paediatrician sections.

Executive summary as submitted