What we love about our Communiqué shortlisted campaign, The World Through Patients’ Eyes: Immersive Role Play Training for Ophthalmologists

We are finalists in the category for Excellence in National or Local Education Meetings/Stand-Alone Events at this year’s Communique Awards - here’s a bit more about what we did.

Dry eye disease (DED) can have a major impact on patients’ lives, with people making significant compromises to manage their symptoms. Despite the severity of the condition people often struggle to access the right treatments. Ophthalmologists can underappreciate the impact of DED on people’s lives and may delay escalation of treatment with a detrimental effect on patient outcomes and their confidence in the healthcare system.

Our immersive role play education was created to motivate ophthalmologists to think more proactively about the needs of DED patients and build confidence to treat appropriately.

Built around a simulated consultation between a clinician and a patient (played by an actor), the role play was constructed based on real patient insights to highlight their needs and expectations and offer clinicians practical tips to address these.

This innovative training format, which allows the audience to step into a real-life scenario, led to a change in behaviour for attendees – who have modified the way they communicate with patients, how they try to understand their needs and concerns and how they approach decisions around treatment.

Kirsty - What I Loved About This Project

“I loved the collaboration on this project between us, the client, the clinician and the actor to take the concept of a ‘live’ consultation and make it into such a powerful, educational approach. It required everyone’s passion and belief to make happen and once we saw the reaction from the audience we all knew it had worked.”

Jon - What I Loved About This Project

“Being able to watch a ‘live’ consultation, pause it mid-consultation and have the patient and doctor explain to the audience how that interaction felt provided a much richer experience for the audience. I loved how you could see people look at the consultation in a different way and think to themselves ‘what can I do differently with my patients.”