Excellence in Patient/Consumer Health Programmes

Summary of work

Hidradenitis Suppurativa (HS) is chronic skin condition which results in painful lesions, nodules and boils around the armpits and groin. Though it is estimated to impact 1% of the global population, the HS community experiences low diagnosis rates and extraordinary delays in care.

AbbVie created the first ever global campaign to help drive awareness of HS in patients and HCPs so more people receive a timely diagnosis and learn more about how they can best manage their condition. There was so little content available online that we decided our initial approach was to provide educational content (including patient testimonials). In partnership with a patient advocacy group and KOLs AbbVie developed content such as tips on wound care, lifestyle, smoking cessation and weight management; assisting both diagnosed and undiagnosed patients. We also developed an interactive assessment tool to allow people to check whether their symptoms could be HS. Users could take their results, alongside consultation tips, with them to their doctor, enabling them to have a more informed conversation.

HS Online has been localised in 43 countries and has reached over 1.4 million people worldwide. 4.4% of visitors have completed the assessment tool – a pretty impressive conversion metric.

Judges' comments

HS Online had clear objectives and outcomes and judges liked the localisation of this. A nicely presented entry - relatively straight forward concept, but done very well. A solid initiative and good to see someone gamble at content in that area.