Finalist
Creating a Movement in Dermatology: CLEAR HORIZONS UK
with support from Lucid Group
Summary of work
In moderate-severe psoriasis, IL-23 inhibitors (IL-23i) are ground-breaking in terms of durable efficacy and favourable safety. However, uptake in the UK faces unique challenges, including risk aversion to biologic use; lack of experience with SKYRIZI, a new IL-23i; and the COVID-19 pandemic. Following the launch of SKYRIZI mid-2019, the Commercial CLEAR HORIZONS TV and Peer Podcast Series (CHTV-PPS) was designed to establish an IL-23 expert community to connect, share expertise and drive change in clinical practice at a local level via a customer engagement experience that maximised virtual engagement with the dermatology community.
A committed and influential group of 5 UK change leaders helped to co-create CHTV-PPS, reaching >1300 UK dermatologists. By providing experiential education via an accessible and fresh virtual approach, CHTV-PPS is unique in enabling UK healthcare professionals to share knowledge and enthusiasm for improving patient outcomes with IL-23is. Results demonstrate that, despite COVID-19 reducing clinic attendance, IL-23is show significant growth – including new SKYRIZI prescriptions as a direct result of CHTV-PPS. By establishing a bigger, more united and inspired community than ever before, CHTV-PPS has encouraged most partaking dermatologists and nurses to change clinical practice, ultimately transforming patients’ lives.
Judges’ comments
The Clear Horizons submission showed an excellent understanding of customers, which translated into behavioural change. They showed dynamic adaptation during the execution and it has a really powerful message. The judges liked the good value metrics and the strong articulation around reach and impact. There was a strong thread through all the criteria and the strategy was clear, with adaption to working through COVID.
