Winner
Uninhibited: Pfizer IBD Global Community Summit
by 67health on behalf of Pfizer
Summary of work
Despite impacting a large population worldwide, feelings of shame and stigma remain central to the Inflammatory Bowel Disease (IBD) experience, exacerbated by cultural nuances such as diet and sexuality. The complex and often personal nature of IBD makes it a challenging topic for both healthcare professionals (HCPs) and patients to discuss openly.
To support community and clinical representatives in reshaping a more positive experience of care for all, Pfizer identified the need to create a space in which everyone could speak on equal terms, where the hierarchical imbalances of traditional healthcare could be put to one side, resulting in open, uninhibited, collaborative dialogue around ‘the moments that matter’.
‘Uninhibited’ the Pfizer Global IBD Community Summit brought together over 100 leading IBD voices in multidisciplinary discussions and workshops to address barriers to effective care on a global scale.
‘Uninhibited’ became both a strategic goal and an approach; allowing for vulnerable moments by both people living with IBD and HCPs to be experienced together and fostering a new sense of shared community. Post-event research revealed attendees rated Pfizer’s efforts over 50% higher than before the event, with resulting relationships, ideas and discussions continuing to resonate through both Pfizer-owned and independently-driven community initiatives.
Judges’ comments
This entry from 67Health and Pfizer was easy-to-follow and the judges thought it was great to see that Pfizer wanted to be at the table. It had clearly thought about attendees, not only at the meeting, but with a post meeting follow-up. A really good level of understanding was shown, as well as strong implementation. A very patient-centric submission.
