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Lucid behavioural change programmes recognised at PMEA

Agency wins awards for initiatives for AbbVieand Genzyme

PMEA 2015 AbbVie Lucid

AbbVie and Genzyme both scooped prizes at last week's PMEA Awards for their behavioural change programmes supported by Lucid.

The London-based agency picked The Cello Health Award for Launch Excellence for work on behalf of Genzyme and its multiple sclerosis treatment Lemtrada.

There was also an award in the Excellence in Physicians/Healthcare Provider Support Programmes category for its support for AbbVie's PEER: Psoriasis Expert Exchange FoRum.

PEER is a long-term, global programme to improve standards of care in psoriatic disease and the award was received for the four-year initiative's first phase.

This focused on mapping clinical barriers to change - specifically choosing the most appropriate treatment for each patient and measuring their progress against patient-focused treatment goals - and then working with advocates of the desired behaviours to create toolboxes for addressing each barrier.

Fleur Moseley, Lucid programme director, said PEER was the product of “a unique partnership between the expert community, the client and Lucid”.

She added: “It leverages the latest thinking in behaviour change to support the dermatology community to improve standards of care in psoriatic disease and advance patient outcomes.

“Mostly powerfully, measurement of actual clinical practice was integrated throughout the programme so we can truly say we have advanced clinical practice on a global scale as a result of PEER”

PEER reached 3,200 physicians in 25 countries, driving an intended change in practice in 100% of respondents.

Self-audit data demonstrating that those implementing treatment goals observed a 33% increase in patients successfully achieving goals, with a 13% increase in appropriate use of systemic treatments.

Commenting on the programme the PMEA judges said the PEER work “showed an excellent understanding of the market and took a patient-centred approach from the outset”.

Lucid also picked up the Cello Health Award for Launch Excellence Award for supporting Genzyme Therapeutics' Lemtrada in a programme that used brand advocates and clinical experience at Centres of Excellence (CoE) to drive message dissemination.

This used a considered approach to effect real behaviour change and maximising patient numbers, which may ultimately lead to an improvement in outcomes.

The PMEA programme, run by PMLiVE publisher the PMGroup, is specifically designed to recognise and commend excellence, best practice and innovation in local, European and international markets.

Its categories reflect current business practice of striving for customer and patient-centric education and support programmes; brand lifecycle excellence; and outstanding work.

• Full results from PMEA 2015
• PMEA 2015 photo galleries

Article by
Dominic Tyer

30th November 2015

From: Sales, Marketing

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