Excellence in Digital Communications and Customer Engagement

Summary of work

Launched in January 2012, MyAsthma is a digital, patient support programme created for GSK.

Asthma is a highly prevalent condition affecting over 5.4 million people in the UK alone. However, it is estimated that over half of patients do not have their condition under control.

Developed in collaboration with leading KOLs such as asthma expert Professor Mike Thomas and behavioural psychologist Professor Rob Horne, MyAsthma utilises digital channels to engage with patients who are uncontrolled, demotivated and are otherwise difficult to reach through traditional methods.

MyAsthma is available as a desktop, smartphone or tablet application and provides the user with tools and information to help them manage their condition more effectively. The first application of its kind to launch in the UK, MyAsthma uses psychological profiling and a bespoke algorithm to target users with personalised messages designed to address the barriers that the individual has to achieving control.Within one year of launch, 4,486 target users have registered on the MyAsthma programme in the UK, 30 per cent above target.

MyAsthma has achieved anecdotal acclaim from patients, healthcare professionals and industry experts and is currently in the process of being rolled out to a further 13 markets worldwide.

Judges comments

We liked the innovative use of behavioural psychology to inform this well-calibrated campaign that empowered patients to make good decisions about their own care. They used their existing knowledge, patient insights and technology to deliver something highly personalised and useful. They exceeded targets to change behaviour, thereby delivering a positive, demonstrable impact on the health of patients using it.