Starting The Glaucoma Treatment Journey In The Right Way
Summary of work
With glaucoma – sometimes referred to as the ‘silent blinding disease’ – it can be hard to notice your eyesight is deteriorating as this happens gradually. The goal of treatment is to reduce the ocular pressure in the eye and the mainstay of treatment is eye drops. However, adherence to glaucoma medication is notoriously poor and damage caused to sight by glaucoma cannot be reversed.
In this programme, health professionals, Glaucoma UK and Santen came together to examine the challenges of adherence and develop a three-part Adherence Programme that provided tools and support for both patients and HCPs to improve understanding and engagement with glaucoma care. The ‘little orange book’ glaucoma record, new patient questionnaire and ICE (Ideas, Concerns, Expectations) approach to consultations have been rolled out in half of glaucoma services in the UK and demand for the materials has been high among patients.
When patients start their glaucoma medication journey on the right foot, they can form positive habits that help them adhere to treatment. This programme is designed to support patients and HCPs on that journey.
The campaign was clearly presented from the outset in terms of delineating an unmet need and the rationale for the approach taken. We saw good analysis and benchmarking and a solid strategy. The judges liked the team’s honesty about the use of surrogate markers and it was consistently handled well all the way through. They did an exceptional job.