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Customer Focus Award

Highly Commended


Boehringer Ingelheim and Pfizer in association with Porter Novelli

Summary of work

Research among 256 primary care professionals to identify their key unmet education needs and preferred learning style revealed that 73 per cent stated that time constraints had the greatest influence over whether they take part in COPD medical education activities. As a result they felt they were not up to speed with the latest clinical guidelines and lacked confidence in diagnosing and treating the disease.

ln particular nurses wanted help to interpret COPD guidelines as quickly as possible and wanted realistic practical pointers on how to implement best practice. They favoured online education and wanted to be able to tailor their COPD learnings quickly to match the priorities noted in their professional development plan.

As practice nurses are frequently responsible for the organisation and delivery of care in COPD, Boehringer Ingelheim and Pfizer set about addressing the knowledge gap with the creation of an expert-led and endorsed online education programme called COPDexchange which was launched in September 2009. 

COPD is a slowly progressive respiratory condition, which is responsible for considerable morbidity and mortality in the UK. Approximately 85 per cent of COPD is managed in primary care. The direct cost of COPD to the UK health system is estimated to be approximately £810m-£930m per year and the financial burden of the disease is known to correlate strongly with disease progression. 

Judges comments

 “The programme was really sensitive to the needs of the customers they were addressing at the same time as being pragmatic and actionable. The use of media was excellent, and the programme was tailored very well to customers’ needs.”

Stakeholder comments

“COPDexchange has become a vital resource for anyone involved in COPD care. It is a cost and time effective method of helping practitioners stay up-to-date with evidence-based best practice.”
Respiratory Nurse Consultant

“Thank you! COPDexchange is simple, easy to use and excellent. I will encourage my colleagues to use it.”
Registered member

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