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Excellence in Health Improvement and Education

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Highly Commended

MRI UK Roadshow

by AbbVie with support from DNA medical communications

Summary of work

This educational programme has transformed collaboration between participating rheumatologists/radiologists and redefined diagnostic protocols to deliver real patient benefit. This was achieved through increased awareness and better use of magnetic resonance imaging (MRI) to facilitate earlier, accurate diagnosis of SpA – a painful and debilitating condition with a high burden of disease.1,2

Despite the progressive nature of SpA, research reveals that patients face delays in referral and diagnosis of 5–10 years.2,3 Experts agree the problem is due in part to sub‐optimal use of the recommended diagnostic technique MRI, which is recognised as the most sensitive diagnostic tool,4 and considerable variation in the use of MRI and its interpretation.

To address these clinical needs, we worked with SpA experts to develop a unique meeting series (roadshow) for rheumatologists and radiologists to improve collaborative care, provide a hands‐on learning experience of specialist diagnostic MRI software and raise awareness of SpA symptoms, thereby optimising patient care.

As a direct result, 94 per cent of delegates said they would recommend MRI as a diagnostic tool to colleagues, 86 per cent would be more likely to work together with their rheumatology/radiology colleague to diagnose SpA, and some centres have since re‐developed their clinical pathways.

1. National Ankylosing Spondylitis Society (2010). Looking ahead: best practice for the care of people with ankylosing spondylitis (AS).
2. Okgul O et al. World J Orthop 2011;2:107–115.
3. Brandt HC et al. Ann Rheum Dis 2007;66:1479–1484.
4. Bennett AN, et al. Ann Rheum Dis 2009;68:765–767.

Judges comments

This was a good example of well-evidenced health improvement and education to support healthcare professionals in their diagnosis of SpA. The need was clearly articulated, and the collaborative approach to the campaign achieved great results and changed prescribing behaviours.


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MRI UK Roadshow - by AbbVie with support from DNA medical communications

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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