Finalist
Finding Clarity Amid Complexity: Simplifying Decision-making in uGI Adenocarcinoma
by Only The Brave for Bristol Myers Squibb
Summary of work
Upper gastrointestinal (uGI) adenocarcinoma presents a growing clinical challenge in the UK, where outcomes have historically been poor and treatment decision‑making has become increasingly complex. Following NICE approval of an immunotherapy for HER2‑negative uGI adenocarcinoma with PD‑L1 combined positive score (CPS) ≥5, clinicians faced uncertainty around eligibility criteria, biomarker testing processes, and real‑world integration of immunotherapy. Delays in PD‑L1 CPS turnaround times were contributing to patient deterioration, while behavioural insight identified capability, opportunity, and motivation barriers limiting guideline‑recommended uptake.
In response, the Bristol Myers Squibb team delivered a strategic, cost‑efficient national education programme to bring clarity to the evolving landscape. The initiative combined a UK‑wide expert‑led webinar with local, facilitated flip‑classroom meetings, enabling oncologists to translate guidance into practical, centre‑specific actions. The programme focused on recognising eligible patients, reinforcing confidence in real‑world use and optimising biomarker testing workflows.
Engagement was high across priority centres, and evaluation showed significant improvements in clinician confidence, testing efficiency, and early adoption behaviours. Delegates demonstrated clearer treatment reasoning, stronger multidisciplinary (MDT) collaboration, and tangible progress in streamlining PD‑L1 CPS pathways. The programme delivered meaningful behavioural and operational change, fulfilling its principle of “small budget – big impact”.
Judges’ comments
This was a solid, well-written entry with good outcomes. It was well targeted and delivered on budget, with a nice link-through between national and local planning. It drove engagement and scored well on return on investment, with local implementation demonstrating that it was a well-executed programme.
