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Quality in the Community

by Red Door Unlimited for Astellas

Summary of work

Quality in the Community was developed to create a compelling narrative of why GPs and those in primary care, should prioritise overactive bladder (OAB) which is often perceived as a ‘heartsink’ disease/condition and is of low interest for many primary care healthcare professionals (HCPs) – but is a condition that can severely affect a patient’s quality of life.

There is a need to relieve the burden of OAB on the NHS and on patients, many of whom are still not optimally treated. Primary care HCPs often refer OAB patients to secondary care which is costly, time-consuming for the patient and NHS and mostly unnecessary. NICE Guidelines and Guidance support the treatment of patients within primary care.

An expert panel meeting was held to develop a definitive report, including a patient pathway that will support GPs to manage patients within primary care. The resulting report was distributed with Pulse in June 2014 reaching over 35,000 GPs. 6,000 of them viewed the online version of the report. It was distributed to 14,000 GPs through the charity Primary Care Women’s Health Forum. The content has since informed our PR strategy and activities. 

Judges’ comments

Well-written and highly relevant to the audience, this was a well-composed entry that included some good design elements to produce a solid piece of work. It was a professionally executed communications tactic that successfully reached its target audience.