Finalist
Crohn's Care
Summary of work
‘Crohn’s Care’ was designed to give patients confidence in self-administration (maximising treatment benefit) and to support nurses as facilitators of treatment initiation – positioning Humira as a cutting-edge service provider.
‘Patient centric’ communications unite patient insights around condition, treatment and interactions with their HCP. We worked with patients and nurses to understand the intricacies of these relationships before co-creating a programme that was relevant to both customer groups.
Patients told us a ‘one-size-fits-all’ approach was inappropriate. Bite-size information, peer advice and being able to tailor information to their lifestyle were critical to confidence in self-administration. Nurses told us the dialogue and paperwork at treatment initiation was challenging – a complex process that prevented recommendation and affected patient outcomes.
For patients, our approach combined written, visual and online information tailored to the individual via a lifestyle questionnaire and ‘book builder’ application.
For nurses, we removed the admin to a simple back office provision and co-created in-clinic materials supporting initial dialogue/consultation, giving confidence in Humira recommendation.
Since launch, we have seen over 1,000 HCP packs requested – and a 28 per cent increase in patient pack requests from 2010. HCPs fedback that the initiative supports better clinical practice and patient engagement with treatment throughout their journey.
Executive summary as submitted
Judges’ comments
"Conducting in-depth analysis into the needs of patients and the barriers they faced to using Humira at home, Abbott targeted both healthcare professionals and patients to deliver a holistic approach that supported both the prescribing process as well as self-injection."
