By Victoria Donougher 
Last night in London, CREATION.co won gold with Frontline.Live for their PPE campaign in the ‘Digital – Healthcare charities & patient associations’ category at the PM Society Awards.
In March 2020, when PPE ran short, 35,000 UK HCPs descended on Twitter to cry for help. Frontline Live’s volunteers built an open source, decentralised, rapid-response platform to keep them safe. But despite huge support from the national media, it wasn’t enough to deal with the complexity of the crisis.
CREATION.co, had already been tracking the growing online HCP conversation about COVID-19 using CREATION Pinpoint. They were seeing significant concern about PPE shortages in the conversations taking place among doctors, nurses and other health workers. CREATION.co’s team provided analysis of live social data, identifying key influencers and spotting hot topics, to ensure communications were laser focussed to get the message to exactly the right places.
The result was over 500,000 units of PPE delivered across the UK to those who needed it desperately.
In delivering the award, PM Society Judge, Bhupinder McJennett at AbbVie said: “The use of social media was really inspiring and there are many applications for this in the future.”
PM Society, on their website, said: “We pride ourselves on highlighting the best programmes, projects and campaigns across a broad range of digital activities. We are delighted to see a record number of entries this year, perhaps not surprising in the light of the pandemic! Judges also commented on the high quality of entries, so getting to the shortlist was an achievement in itself.”
Daniel Ghinn, CEO of CREATION.co, said: “We were delighted to work with Katz and the team at Frontline.Live. We are involved with delivering some of the most exciting data-led insights to teams around the world that are driving strategic decisions within global healthcare. And working with Frontline.Live was no different – although a small group of volunteers, we still leveraged data insights to deliver real-time solutions to enable a huge improvement in healthcare provision. The results the team delivered were outstanding.”
2021 marks the 12th year of the PM Society’s Digital Awards where they recognise the best in digital creativity, innovation and effectiveness from across the healthcare industry. The ‘Digital – Healthcare charities & patient associations’ award was sponsored by Novartis.
Notes about CREATION.co
CREATION.co provides insights and consulting to inform health strategy, communications and policymaking among some of the world’s largest healthcare companies, government organisations and NGOs.
This is made possible through CREATION Pinpoint®, the world’s only AI-powered global database of more than 3 million healthcare professionals’ social media profiles, analysing the collective intelligence of almost 2 billion social media posts by professionals on the front lines of healthcare.
Notes about Frontline.Live
Frontline.Live is an open source, decentralized tool built by volunteers to support healthcare professionals (HCPs) on the frontline. It empowered them to report their PPE needs via Twitter or the Frontline.Live website. That need would be displayed on a digital map showing where the need was real time, so suppliers of PPE could get them what they needed fast.
