Finalist
GlobeIN: Driving Real World Behaviour Change in Haemoglobinopathy Care
Summary of work
GlobeIN is a multi-year behaviour change programme developed by ApotheCom for Vertex to help healthcare professionals (HCPs) translate rapid advances in haemoglobinopathy care into consistent real-world practice. A finalist in Communiqué 2024 (Excellence in Professional Educational Programmes), GlobeIN has evolved from education into an implementation ecosystem tackling the behaviours that block adoption of transformative care for sickle cell disease (SCD) and transfusion-dependent β-thalassaemia (TDT).
The barrier is no longer awareness, but confident action in complex pathways: delayed referral conversations, fragmented MDT working, variable service readiness, and avoidance of difficult discussions (fertility, psychological preparedness, risk and long-term follow-up). GlobeIN uses behavioural insight and peer modelling, governed by a steering committee, to shift HCPs from intent to action through preceptorships, webinars, forums and masterclasses, reinforced by digital decision-rehearsal resources (e-learning, interactive cases and short videos).
Across 2024–2026, GlobeIN delivered measurable gains in confidence and practical capability, and catalysed practice change through stronger MDT collaboration and more consistent pathway execution. Expansion of the masterclass model into Europe demonstrates scalability while maintaining a practical, real-world implementation focus. GlobeIN portal: www.globeinportal.com (HCP self-declaration; no password). Judges: please view the interactive case studies and e-learning modules.
Judges’ comments
‘GlobeIN’ was a beautifully designed programme that clearly addressed need, drove change and streamlined referrals. The team demonstrated a solid understanding of the situation and applied appropriate behavioural change methodologies to address need, reduce barriers and support effective change in a complex healthcare landscape. A brilliant, evidence-based and effective programme - well done!
