Excellence in Customer Focus – Physician/Payers

Summary of work

Winner: by Roche Diagnostics with support from Story Worldwide

In 2011, the NHS introduced significant changes to the national cervical screening programme (CSP) in England. High risk human papilloma virus (HR-HPV) testing was introduced to triage mild/borderline cytology results and as a test of cure following treatment for high grade cervical intraepithelial neoplasia (CIN)8. Throughout 2011 and 2012 Roche devised a number of educational marketing initiatives to equip and support customers of the cobas^® 4800 HPV test (cobas HPV Test), providing them with all the supporting information they need to understand the changes to the CSP, to market their services to GPs and to educate health professionals involved in screening and patient management. These included an interactive cobas^® HPV iPad app, a Roche support programme and a Roche Diagnostic Medical Partnership Programme. As a result of these initiatives, market share and installed base of the cobas^® HPV Test has grown. Furthermore, a significant number of physicians in primary and secondary care have felt supported throughout the NHS CSP changes and feel better equipped to explain HPV and the role of HPV testing in the NHS CSP to other healthcare professionals and patients.

Judges comments

This was one of the best PMEA entries we’ve ever seen. They looked at the problem as a whole and their approach was comprehensive in all areas, covering all key players. They delivered excellent results, enhanced health outcomes and had impressive customer feedback. Excellent work.