Improving disease management through stakeholder engagement

Challenge

Generate a change in approach to how an eye condition is treated by bringing together stakeholders including optometrists (high street practitioners) and hospital-based ophthalmologists.

Uncover and communicate the current disconnect in the patient journey and encourage discussion on how to work more closely together and drive change

Approach

We created a discussion forum for regional stakeholders so each could share their concerns and vision for a future pathway in the management of the condition.

A pre-meeting survey captured broad opinions and highlighted a difference in approach between high street optometrists (who generate income from sales of lenses and glasses) and hospital-based specialists (who often see too many patients referred to them unnecessarily).

Execution

The discussion forum generated wide ranging opinions and experiences and was the first time that many of the high street providers had been in discussion with hospital ophthalmologists.

The forum was seen as a positive first step in changing the approach to treatment in both the community and hospital setting.

Impact

Delivered all milestones on time and on budget.

The awareness campaign exceeded KPIs on reach and sign-ups for an HCP education programme.