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Excellence in Health Improvement and Education

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Dean Street at Home

by 56 Dean Street with support from 90TEN Healthcare

Summary of work

Winner: by 56 Dean Street with support from 90TEN Healthcare

Thirty years after HIV was first diagnosed in the UK, the message about safe sex and the need for regular testing has fallen on deaf ears. Today, HIV is one of the fastest growing long-term health conditions in the UK, with 25 per cent of those affected still undiagnosed.1

The evidence base highlights fear of venepuncture, unwanted counselling and inconvenience of attending clinical services as the key barriers to testing.

Dean Street at Home was designed to eliminate these barriers and reach gay men using social media and smartphone apps. Gay men are directed into an online risk assessment questionnaire before being offered a free HIV mouth swab testing kit. Patients take the test at home and return the kit in the post. Negative results are sent to the patient using mobile technology and anyone who tests positive is offered further testing, support and management at a face-to-face clinic. 

Within 12 months, the service was responsible for diagnosing around 3 per cent of all new HIV diagnoses in gay men in London and reduced the cost per diagnosis by 32 per cent - thus making it highly cost- effective compared to similar pilots.

1 NAM aidsmap: UK data suggest that treatment isn’t curbing the gay HIV epidemic – because of undiagnosed infections; Accessed January 2013.

Judges comments

Overall this was an incredibly impressive initiative. It was extremely innovative and effective, combining advanced technology, social media and low cost diagnosis to change the behaviour of the target customer group with great results. According to customer feedback, this has been a fantastic breakthrough for patients, reducing transmission, lifetime treatment costs and late diagnosis of HIV.

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Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021