Finalist
Cancer Research UK 2013/2014 partnership programme
with support from M3 (EU)
Summary of work
Cancer Research UK has worked with Doctors.net.uk since 2010 on several GP education campaigns, and in 2013 a partnership was established to further optimise the educational resources available to doctors to improve cancer prevention, diagnosis and care for patients. The partnership combined Doctors.net.uk’s understanding of doctors’ educational needs and its reach to this audience through the biggest online network for UK doctors with Cancer Research UK’s well-renowned expertise in cancer evidence and research.
A review of the 2012/13 programme identified the need to create further patient case studies focusing on borderline cases where a referral decision is not straightforward. There was also an identified need to provide more digestible information for junior and student doctors who were early into their career but must keep cancer front of mind through their training. These insights were married to Cancer Research UK’s corporate strategic objectives to form the 2013-14 programme.
The programme included the creation of an Early Diagnosis channel containing a case review centre to facilitate discussion, development of two educational modules and the launch of Cancer Research UK’s Early Diagnosis hub for students and junior doctors.
The achievement of 139% against the KPI clearly demonstrates the success of the programme.
Judges’ comments
CRUK’s campaign shows an impressive range of users, outcomes and metrics with high quality content. It also had excellent input from HCPs on the case studies.
