Pfizer's online male health clinic

Pfizer's Man MOT – Monday Opportunity to Talk – campaign took home the 2011 PMEA award for Patient Focus.

Produced in association with Red Health, the UK campaign drew a wide range of partners, including Men's Health Forum, Diabetes UK, Relate and the National Obesity Forum.

A first of its kind initiative, Man MOT is a weekly online male health clinic (www.manmot.co.uk) that launched in July 2010 and is open for business on Monday evenings from 6pm – 11pm.

Staffed by two NHS GPs, alongside monthly guest clinics from News of the World sex expert Tracey Cox and Relate counsellors, Man MOT allows intimate, confidential health conversations to take place anonymously, at the convenience of its user.

Up to December 2010, Man MOT had “smashed through its targets”, offering medical information and advice to over 17,000 visitors and providing an online consultation to over 400 men. This worked out at a total of 125 hours of live surgery time, equivalent to the same number of male patients coming through the door of a large GP practice.

The PMEA judges said: “The moment you go on to the site, it looks like an online surgery. It is nice and simple in terms of what it aims to do and there was no reference to a product or brand – fitting of the idea of patient focus. It's an impressive programme and very collaborative, bringing together many charities.”

The campaign also drew praise from NHS Direct, whose head of partnerships said: “Our own data shows men aged 18-35 are the group least likely to use our telephone services. Man MOT is a valuable service which gives men more choice in how they access healthcare and directs them into appropriate care pathways."

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