Finalist
Lighting the Beacons of Change: Sparking a Global Revolution in Chronic Kidney Disease (CKD) Management in Primary Care
by Collected Group on behalf of AstraZeneca
Summary of work
CKD represents a major clinical and economic burden to society. Following the release of new guidelines, which included sodium–glucose cotransporter-2 inhibitors as a standard of care, the global AstraZeneca team commissioned Collected-Group to increase awareness and uptake of this important guidance within primary care.
Primary care practitioners (PCPs) play a pivotal role in effective CKD management and can be the gatekeepers for patients to access guideline-directed medical therapy (GDMT). How they diagnose, manage and/or refer can significantly impact a patient’s long-term outcome. Collected-Group worked closely with AstraZeneca to create the Beacons of Change speaker training initiative, with the aim of leading a revolution in CKD management, fronted by primary care torchbearers who were best placed to champion this change.
Time was of the essence as treatment inertia was widespread, and with disparate healthcare systems and
varying regional challenges, a flexible approach was required. To ensure optimal geographical coverage and create impact from launch, we focussed on the following regions: Europe, Middle East and Africa, Latin America, Asia–Pacific and Canada.
2024 saw unprecedented results. By creating a cascade programme with over 480 educational activities, we were able to maximise reach to almost 30,000 PCPs and launch 86 practice-changing initiatives.
Judges’ comments
The judges loved the ambition of ‘Lighting the Beacons of Change’. It was consistent in what it was aiming for and how deep this initiative can go into the local markets at this level of PCPs – which is ambitious. Look forward to seeing how it develops.
