Winner
Open Horizons: An Educational Programme to Raise Standards of Care in Immune-Mediated Skin Diseases
By AbbVie
With support from Lucid Group Communications Ltd
Summary of work
Immune-mediated skin diseases (IMSDs) such as psoriasis (PsO), atopic dermatitis (AD) and hidradenitis suppurativa (HS) are relatively common and associated with significant patient burden and unmet needs. A key educational need for dermatologists is opportunities to discuss emerging evidence supporting the importance of optimal management that adequately assesses disease impact and aims for high treatment targets in line with latest clinical guidelines, to minimise psychosocial sequelae and comorbidities. In collaboration with AbbVie, we developed a global medical education programme, ‘Open Horizons’, to elevate standards of care in PsO, AD andcp HS through peer–peer scientific exchange, pivoting around yearly, live global summits. Events, led by internationally renowned experts, involved ~300 dermatologists from ~40 countries since 2022. Content and materials were cascaded to individual AbbVie country teams to run national events, extending the programmes reach to a much larger audience and creating continuous engagement. We designed delegate survey metrics informed by behaviour insight principles to measure intent to change daily practice (e.g. which treatment targets HCPs set). Delegate feedback showed clear indications of intent to change behaviour in line with learning objectives, both in immediate post-meeting surveys and in a 6-month follow-up survey, demonstrating the programme’s impact.
Judges' comments
Open Horizons had very good insight, a well thought through approach and deep insights based on secondary and detailed primary research. It had strong health outcomes and value. The execution was fantastic. The feedback gathering over a period of time to inform evolving strategy and success was excellent.
