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Excellence in Customer Focus – Physicians/Healthcare Professionals

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Decisions in Time

Novo Nordisk with support from emotive

Summary of work

With 24,000 people dying unnecessarily from diabetes, a large portion of which is due to poor management choices, the need for effective healthcare professional education has never been greater.

Decisions in Time (DiT) is a one-day, peer review, patient case study workshop developed for Novo Nordisk and brought to life with an integrated and unique digital framework. DiT - designed for primary care professionals with a specialist interest in diabetes management - presents patient case studies in a novel and engaging way with the use of virtual mannequins, a bespoke application, key issues messenger and real-time responsive visualisations. This approach has enabled us to develop a programme capable of providing a positive space for discussion and debate – the ideal platform for eliciting behavioural change among our target audience.

DiT has received glowing delegate and stakeholder feedback with attendees describing the event as “an engaging and innovative format” and “an excellent new approach to learning”. DiT workshops have now been run in seven major UK cities for around 150 specialist healthcare professionals, between November and December 2013. Further events and programme adaptations are planned.

Judges comments

Through innovative use of technology, the team broke with tradition in diabetes education producing a one-day programme with a difference. It clearly grabbed the attention of the well-defined audience and resulted in a change in GPs’ perception of the condition.


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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