Finalist
PSLIVE
Summary of work
This was a unique ethnography project created to drive and deliver insight in a digitally-oriented way. While different from most single-deliverable digital initiatives, this was a full campaign with digital in every aspect of its fulfilment.
The project enrolled patients with psoriasis and/or psoriatic arthritis and HCPs who treat such patients. Using a novel video methodology, participants could share their thoughts, feelings and emotions far more openly than during interviews or focus groups - something many participants found cathartic and empowering. HCPs shared their own challenges, frustrations and emotions about treating their patients - difficult information to capture from this often guarded group.
Multiple outputs highlighted the psychological impact on patients. Being digitally recorded, outputs were immediately portable to a wide range of audiences. They have been used for internal/external education, to furnish clinical symposia with relevant patient input and even to film two studio documentaries – all of which would not have been possible or as transformative if the research had been carried out using traditional methods.
Every stage of this project made innovative, effective and appropriate use of digital technologies, ensuring that digital was not used for digital’s sake, but rather to enhance the value of the research and communication outputs.
Judges’ comments
We really liked the re-use of content – which you don't generally see – and the team also got good patient feedback. In this initiative they covered all the bases and really made the most of the work that they did. It was also a nice example of how to combine ethnographic research and digital technology.
