Winner
#ListenToPain
Summary of work
Challenge:
- Patients felt their pain experience was not heard or resolved by professionals.
- Pharmacists were concerned that discussing patients’ pain ‘in pharmacy’ might open a ‘pandora’s box’ in time-poor, busy environments, creating longer wait times and aggrieve other patients.
Insight:
The lived experience of pain is unspoken and unheard. People default to self-diagnosis quick relief vs. long-term management solutions.
Idea:
Pain is never one word. Everyone experiences pain differently. Managing pain starts with talking about the human impact, not just symptoms.
Strategy/Implementation:
We needed to improve pain management through educating and upskilling pharmacists on a new approach to pain consultations.
- Creating patient pain profiles would mean streamlined efficient, empathetic conversations.
- The DUPHAT conference would provide the perfect environment to launch our campaign via a symposium and follow-up educational webinars, driving immediate pharmacy activation.
- New thinking in a stagnant category with practical triage techniques, would drive streamlined patient identification and effective conversations.
Pharmacists felt confident in balancing patient and business needs. Patients felt ‘heard’, resulting in closer patient/professional relationships and better pain management outcomes. Results: We reached 13,930 pharmacists across MENA (to date) and launched in 21 countries in ten months, meaning better pain management conversations for up to 1,000,000 patients.
Judges’ comments
The #ListenToPain event had impressive numbers in terms of reach and the judges loved it because of what they did with the tools and information. It had impressive use of data and was innovative from an implementation point of view. It seemed to cut through the noise and focus on a simple context for markets in the region. It had a solid approach, with a good, visually clear message.
