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The Judges’ Special Award for Innovation

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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 due to poor management choices, the need for effective healthcare professional education has never been greater. But as previous traditional methods have failed to have the desired impact, our solution needed to utilise more innovative means to ensure current perceptions were challenged and addressed.

Decisions in Time (DiT) is a one-day, peer review, patient case study workshop developed for Novo Nordisk and brought to life with an innovative, integrated and unique digital framework. DiT - designed for primary care diabetes specialists - 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 create a positive space for discussion and debate, and drive behavioural change among our target audience.

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

Judges comments

Using 3D mannequins and iPad technology, Novo Nordisk took an innovative approach to engaging HCPs to realise and recognise their own beliefs and behaviours and those of their peers, enabling them to address these in a non-threatening environment.


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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