GSK’s digital training in COPD

GlaxoSmithKline's online training programme, Paper to Patient, produced in association with eBee, won the Euro RSCG Life Digital Award at the 2011 PMEAs.

Launched in September 2010 to coincide with major policy and clinical practice changes in the management of chronic obstructive pulmonary disease (COPD), Paper to Patient was aimed at 10,000 healthcare professionals (HCPs).

It centred around a computer game called Paper Practice that allows HCPs to work through a range of different patient scenarios and decide what goals should be set.

As a whole the programme has three components disseminated in face-to-face meetings and online:

Step 1: Understand: Immediate recommendations of the new National Strategy/NICE guidance packaged into five stage-by-stage multimedia training modules

Step 2: Apply: 'Paper Practice' patient management scenarios helped practitioners implement guidance while remaining focused on care needs

Step 3: Take Action: An 'action plan' tool enabled practitioners to record their objectives and select from a variety of supporting resources

The programme went live in September 2010 and saw high levels of engagement by healthcare professionals, with the PMEA judges concluding Paper to Patient was “an innovative approach to a very real problem”.

“The project was well thought through and executed with great results. Traditional channels were used to augment the performance of this initiative and the local team were engaged and given the opportunity to follow up. There's evidence of strong and effective collaboration with PCRS and changed behaviours,” they said.

Digital inspiration for pharma on mobile, social media, strategy, best practice, regulations and more