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Very Brief Advice for Tobacco Dependency

by Pfizer
with support from EPG Health

Summary of work

Tobacco addiction remains one of the main preventable causes of chronic diseases and premature deaths worldwide. While smokers are four times more likely to successfully quit with a combination of pharmacological intervention and behavioural support, lack of time, training and confidence mean that less than 10% HCPs offer either.
Delivered on HCP website, Medthority (, the Very Brief Advice for Tobacco Dependency Learning Zone was developed to provide primary care practitioners globally with a greater understanding of tobacco dependence and how to deliver ‘Very Brief Advice’, a consultation method shown to double the chances of patients quitting.
Catering to the preferences of HCPs, a series of 2-minute, case-based videos, demonstrated how to implement VBA during a routine consultation. Role-played by actors, these videos reflected real-life HCP and patient scenarios to drive empathy and practical guidance. Bite-sized eLearning modules consolidated and assessed the learnings.
Accessed by over 5,000 HCPs in 6 months, at a time of heightened concern around respiratory health due to COVID-19, the programme achieved deep engagement and an eLearning pass rate of 82%. It was developed by EPG Health in partnership with the International Primary Care Respiratory Group (IPCRG) and funded through an educational grant from Pfizer.

Judges' comments

Pfizer and EPG Health’s submission had very clear articulation of the issue it was addressing. This was complimented by some real root cause analysis and used their own market research to inform. The goals were very clear and well-structured. It was credible, confident and had great reach.

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Creating a Movement in Dermatology: CLEAR HORIZONS UK - by AbbVie
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Optimising Care in Severe Asthma - by AstraZeneca
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Very Brief Advice for Tobacco Dependency - by Pfizer
with support from EPG Health

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