Winner
Surgical excellence practical training programme
Summary of work
Publicis Life Brands Resolute was challenged to help Takeda raise its profile in the surgical devices market, by offering technologically advanced, innovative and true-to-life practical training, while at the same time showcasing the use of their dual haemostat and tissue sealant patch, TachoSil. Typically, educational activities at congress only ask surgeons to listen and watch, with little or no active engagement. We turned this on its head to create the first ‘excellence in practical training’ event for surgeons where they could ‘do’ rather than ‘watch’. We provided surgeons of varying levels of expertise with an experience, not a lecture. This novel approach provided them with the opportunity to learn through practice, to see the effectiveness and versatility of TachoSil, to gain in confidence when using the patch and to refine their surgical skills. There was overwhelming interest in the training on offer, with all sessions being oversubscribed and the training approach subsequently being rolled out across Europe.
Judges’ comments
This is exactly what pharma should be doing to support healthcare professionals. Takeda and Publicis Life Brands Resolute have targeted the unmet needs of junior surgeons and provided them with this innovative and exciting chance to mimic surgeries. Has the potential to make a real, practicable difference.
