The Havas Life London Award for Customer Focus Excellence via Digital/Social Media

The challenge presented was to disseminate education about the management of chronic hepatitis B to UK gastroenterology clinics in district general hospitals where such patients initially present and may be managed. 

The driving force behind the development of this programme was insights gleaned from key hepatologists regarding late presentation and poor management/follow-up of patients. A faculty of leading UK hepatologists and gastroenterologists was used to shape content and delivery. 

The programme combines an innovative, interactive case study-based learning approach, where case studies are brought to life using filmed doctor–patient consultations where actors play patients and faculty members are themselves. Added to this were teaching slides and filmed symposium content. CPD accreditation was sought and given. HBV Casebook was launched in early July 2011. 

Success was measured through endorsement by professional societies and user registration, which exceeded targets. Among users are healthcare professionals throughout the UK, including nurses, pharmacists and personnel from the prison service. The programme has also been used in hepatology multidisciplinary staff meetings.

The website is a flexible delivery method and content has since been expanded to feature learning modules for Primary Care practitioners. The programme has also been converted into an iBook for use on iPads.

Executive summary as submitted