Pharma > A: Communications to Healthcare Professionals
CELLO HEALTH COMMUNICATIONS, London / RECKITT BENCKISER / 2014
Overview
Credits
BriefExplanation
BriefWithProjectedOutcomes
Restrictions are put in place on the approach and content of the campaign to balance transparency with RB involvement and maintaining GRIPs credibility and independence of voice.
UK regulations for Pharma are governed by the ABPI. OTC medication regulations are governed by the PAGB.
This submission – which is not an advertisement – but an educational piece – did not have to comply with any special regulations.
CampaignDescription
The Global Respiratory Infection Partnership (GRIP) was initiated with the global health threat of antibiotic resistance in mind. By targeting inappropriate antibiotic prescribing in upper respiratory tract infections (URTIs) the international group of healthcare professionals (HCPs) is seeking to build a collaboration that can affect real change at an international and national level, publishing ground-breaking thinking, sharing learnings and directly addressing antibiotic resistance through education.
Since its creation, GRIP has developed and published a pentagonal framework for the non-antibiotic (symptomatic) management of URTIs to reduce inappropriate antibiotic use in primary care. The framework focused on five key areas – policy, prevention, prescribers, pharmacy and patients. Aligned with the framework the group has produced materials for HCPs that feed into antibiotic awareness education, and hosted a global seminar to support practical implementation of their work.
GRIP members and other HCPs have been initiating the work of GRIP in their locality with governments, opinion leaders, practitioners and patients both independently and with the support of RB. This in turn has provided opportunities for credible, evidence-based product branded marketing for symptomatic relief, aligned with a global healthcare priority.
ClientBriefOrObjective
GRIP aims to continuously develop and share cross-country understanding of reasons for antibiotic misuse in URTI management and identify global barriers to change.
The target audience is comprised of global HCPs who see patients with URTIs in primary care – those prescribing/dispensing/selling antibiotics and those advising and educating patients on self-care. The group aims to reshape the conversation between patients and practitioners.
GRIP’s goal is to facilitate activation of local initiatives via the tactical application of their framework and resources at a local level. Ultimately aiming to educate on appropriate antibiotic use and facilitate the non-antibiotic, pro-symptomatic management of URTIs.
Execution
In June 2012, the creation of the international panel provided the fuel for the development of credible, evidence-based messaging around appropriate URTIs management. Initial meetings focused on building a robust understanding of issues globally (published in Antibiotics) and later meetings, on practical solutions.
The GRIP website cemented GRIP’s international presence online, housed HCP resources for download alongside an awareness video on the problem of antibiotic resistance.
In 2013 GRIP developed materials to help HCPs engage with patients around URTI management. Grounded in a 3-step approach, they guided a discussion on appropriate antibiotic use with patients and educated HCPs. Materials were launched at the GRIP summit where international HCPs came together to hear GRIP discussing their pentagonal framework and how it can be applied to everyday practice. Its unique approach facilitated smaller, local discussions to hand over GRIP’s message to a local HCP to own and activate in their locality.
Outcome
GRIP’s work has steady monthly average access: IJCP publication - 200, Antibiotics publication -125, GRIP website - 300 visits per month (58% return frequency).
GRIP Summit:
- 96% of attendees are keen to share the 1, 2 ,3 approach with colleagues.
- 75% of attendees agreed the event made them re-evaluate their approach to URTIs
- On average, delegates will now recommend symptomatic relief for an additional 75% of patients.
Austria, Brazil, Germany, India, Ireland, Italy, Malaysia, Middle East, Russia, South Africa, Spain, Switzerland, Thailand, UK and Ukraine have initiated GRIP.
1. Brazil: a symposium for 130 HCPs. 100% agreed the framework was a good idea.
2. UK: GRIP materials were circulated to 9000 GPs and 96% of feedback rated the materials as excellent or very good.
3. Middle East: 100 ENT specialists met in Jeddah resulting in 95% of attendees re-evaluating their approach to treating URTIs.
Strategy
Our four-pillar strategy:
People power: recruit experts who are passionate about the risks of antibiotic resistance and can act as change enablers
Shared solutions: understand the barriers to appropriate prescribing in URTIs and create a framework to empower HCPs to facilitate change among peers in their locality
Real resolutions: ensure resources are grounded in the everyday realities of HCPs and patients and are communicated
Local leverage: ensure resources can be easily translated and adapted within local markets
An integrated approach is required to maximise activation locally. GRIP's meetings evolve messaging and tactics. The discussions are shared via reports published on GRIP's website, alongside downloadable resources for HCPs and videos. A global summit meeting, with international HCPs, shares GRIPs framework and provides a forum to plan local implementation. GRIPs framework is published in a peer-reviewed journal and will be presented at the Global Health Forum 2014.
Synopsis
As a global health threat of critical scale there is a demand for information and support to counter antibiotic resistance and in the absence of product branded initiatives external regulations were minimal. However, to ensure maximum impact of and opportunity for the implementation, restrictions on the campaign approach needed to be enforced. The primary care setting for the management of URTIs is globally diverse and the resource available for activating the campaign locally, varied. GRIP’s advice must therefore provide a broad framework for change, identifying core areas for action as opposed to direct guidance for immediate implementation. Similarly, materials and resources must be of multiple formats, easily adaptable and for a varied global audience – e.g. international meetings, online presence, resources for a range of HCPs and patients, alongside peer-reviewed publications to strengthen their campaign. The result is an integrated, multi-facetted initiative. The group is supported by RB who shares a mutual objective to increase understanding of the role of symptomatic relief in the appropriate management of URTIs.
Antibiotic resistance has become a critical health issue globally as recognized by the WHO. The UK Chief Medical Officer has called for it to be treated at the same threat level as terrorism. Antibiotic resistance is a function of time and use and URTIs account for a large proportion of antibiotic prescriptions, despite the vast majority of URTIs being self-limiting, non-serious and/or of viral origin. Doctors feeling pressurised by their patients is an important driver of antibiotic use necessitating behaviour change on several fronts.
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