Finalist
Access for All: Ending the Postcode Lottery for Pre-eclampsia Testing
Summary of work
In the UK, borders and postcodes decide whether expectant mums will receive a vital diagnosis of pre-eclampsia, despite a simple blood test having been available and recommended for years. New NICE Guidance represented a crucial opportunity to drive forward the case for long-overdue change, to increase access and implementation across England, Wales and Scotland. Lexington delivered a targeted media campaign for Roche Diagnostics, in partnership with Action on Pre-eclampsia (APEC), to raise awareness of the condition, increase understanding of the value of PlGF-based testing, highlight the unmet need and the postcode lottery, and shape a policy landscape receptive to change – with powerful patient stories at the heart of it all. We established a successful relationship with APEC and KOLs, empowered patients to share their stories, secured top-tier coverage in media outlets across target areas, demonstrated Roche’s leadership in women’s health, and created the necessary conditions to deliver landmark access to testing in devolved nations.
Judges’ comments
The judges liked that the Access for All entry had a patient partner group. It had good depth and breadth of supporting materials and delivered what it was supposed to. It was strong, the strategy was smart and had strong stakeholder feedback. It had an agile attitude and the focus on clear messaging was good. It was fantastic to see that real change was generated.
