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Excellence in Patient Focus

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by GSK with support from emotive

Summary of work

Launched in January 2012, MyAsthma is an unbranded, 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 is a multi-platform programme targeting a disengaged population of asthma patients who are traditionally very hard to reach.

MyAsthma uses the Asthma Control Test (ACT), a validated questionnaire developed by GSK, to enable patients to objectively measure their asthma control and motivate them to change their current behaviour. MyAsthma provides the user with personalised support messages, helping the patient to improve their asthma management, along with valuable information on their disease.

Within one year of launch, 4,486 target users registered on the MyAsthma programme in the UK, nearly 30 per cent above target. MyAsthma has achieved anecdotal acclaim from patients, healthcare professionals and industry experts and is currently in the process of rolling out to a further 13 markets worldwide.

Judges comments

A really well-focussed campaign. The target was well identified and everything they did was well executed. The use of app technology to engage young asthmatics resulted in increased ACT scores by making sure that the onus was on the individual patient which is great, and it’s also very cost effective.


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Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022