Finalist
What to Expect: A Guide to Prostate Cancer – Webinar Series
Summary of work
In 2022, patient surveys revealed that access to high-quality educational materials about prostate cancer in the UK was still a major barrier for patients. Patients receive a lot of information during diagnosis, which is a difficult time to take in crucial information. There was a clear unmet need for on-demand patient education, particularly in the format of an easy-to-understand video.
To address this, we partnered with Prostate Cancer Research (PCR), to develop an eight-part webinar series that took patients on a journey from first presenting at the doctor’s office, to receiving a diagnosis, being presented with treatment options and psychological and emotional support. Webinars were hosted by a variety of speakers and a digital marketing campaign was implemented to drive registrations. Ethnic minority communities were targeted specifically, due to higher risk of developing prostate cancer. Every aspect of the project was performed collaboratively, and the PCR patient panel reviewed all content.
To date, the webinars have been viewed over 5,000 times, exceeding the KPIs by 330% and reaching a large community of prostate cancer patients throughout the UK. The series received high praise from PCR and attendees and as such, a follow-on series is now in development for 2023.
Judges’ comments
The teams involved in ‘What to Expect: A Guide to Prostate Cancer – Webinar Series’ have produced a well thought out and implemented campaign. The entry had a great mix of assets and the use of Facebook was well chosen for the audience, which was clearly defined. The judges were particularly impressed by the simplicity of the strategy, which resulted in some fantastic outcomes.
