Finalist
Asthma Revolution – Educating and Activating Primary Care Physicians (PCPs)
Summary of work
Every day, people with mild to moderate asthma are dying because their asthma is uncontrolled. Due to limited application of the GINA treatment recommendations, many people are overusing reliever medication (SABA), masking their poorly controlled asthma. Patients deserve better and PCPs have a vital role to play. Asthma Revolution is a creative and customisable global-to-local education and activation programme for PCPs. It leverages social media to create a movement, and to share educational resources, expert views, tools, evidence and experiences. It engages and mobilises PCPs to act to recognise over-reliance on SABA and to implement the GINA recommendations. The ability to localise the programme and customise the creative messaging is its strength. Each market can adapt the PCP educational need analysis and user map to customise the engagement journey to suit its market and target audience. Facebook, Egora and Docquity platforms have been used successfully. The programme unites existing programmes, including the Break Over-Reliance campaign, to create maximum impact and change behaviour. Asthma Revolution has been implemented in five markets reaching >48,000 PCPs. Hundreds of PCPs have engaged with the project and the programme is rolling out into new markets where it is forming the foundation for eliminating uncontrolled asthma.
Judges’ comments
The Asthma Revolution had SMART objectives and a strong creative element. It was a strong global-to-local programme and the judges were glad to see the smart channel mix for HCP engagement. The judges particularly liked the clear objectives and strong results.
