HCP Education, Training & Support
With grateful thanks to our sponsor
Jazz Pharmaceuticals needed an innovative solution to give specialists the specific, nuanced education that HCPs expect, while navigating a redeployed field force.
EVA distilled heavyweight KOL-authored training decks into an AI avatar that answers those real questions naturally, both at congress and online. EVA was built with a conversational structure to maximise interaction strength in accordance with learning theory. HCPs could engage in authentic educational conversation, with EVA’s lifelike behaviour keeping them up to 4 minutes beyond the usual booth “hello.”
Online, EVA travels with them into clinic, maintaining learnings long after the congress stand comes down.
Judge’s Comments
Something very different from most chatbots in play, EVA is an innovative and highly effective educational solution in this category, exceeding engagement targets and delivering real-time, clinician-driven learning through AI. From live congress buzz to a digital presence, EVA showcases the power of smart, empathetic innovation. It blends AI, interactivity, and genuine insight capture to meet clinician needs in a rare and complex condition.
EVA delivers clear, measurable engagement, rapid content iteration, and a scalable model for the future. With its use of AI to capture likely questions, judges could see the potential for customer service lines, sales force FAQs and objection handling, and many more communication purposes. With some additional outcome data, it has the potential to set a new benchmark for responsive, insight-led HCP education.
Judges were most excited about the really engaging use of AI, and loved this for bringing something fresh, new and compelling, where pharma education can become stale. In the complex VOD space, EVA listens, learns, and evolves, creating an intuitive experience that reflects how specialists work. EVA’s ability to capture authentic questions and update content dynamically shows strong potential to transform rare disease education and influence clinical practice. In short, EVA is a game-changer, blending clinical credibility with technology to provide education that feels human and responsive.
Jelena Lee – Virgo Health
Hereditary transthyretin amyloidosis (hATTR) is a rare, fatal disease with mixed symptoms, making early recognition and testing critical. With only one UK centre currently able to diagnose and treat it, Alnylam launched a targeted campaign to educate cardiologists and neurologists on red flag symptoms and genetic testing pathways.
Through speciality-specific webinars and field materials, the campaign achieved strong engagement: 431 webinar registrations, 95% of attendees watching webinar three in full, and 400+ HCP interactions with field materials. It also contributed to measurable real-world outcomes, including an almost doubling in single-gene TTR testing at the National Amyloidosis Centre.
NP-UK-00503 | August 2025
Developed by digital agency Genetic Digital in partnership with Desitin Pharma and ChangeMed, Epilepsy Meds is an app designed to support confident, patient-specific prescribing decisions. Born out of multidisciplinary NHS advisory boards, the app enables HCPs to quickly filter licensed anti-seizure medications by formulation, excipients, and suitability for vulnerable groups such as paediatric or dysphagic patients. It provides ABPI-compliant access to SPCs and trusted prescribing data in one place.
Now in use across NHS Trusts, the app has been endorsed by Young Epilepsy, Epilepsy Society and Epilepsy Action—reflecting its value as a practical tool for real-world epilepsy care.
The theme of this education programme was “Untangling the Complexity of COPD” and it featured CGI animations of tangled woollen lungs and a coughing patient. The tangled wool concept extended to the booth, with physical threads creating a tactile environment.
Programme highlights include an MOD video set inside woollen lungs, an educational website, plus timelapse videos of patient/caregiver portraits constructed from 5km of wool—accompanied by moving audio stories. We also built a 360-degree pillar connected to an iPad, allowing pulmonologists in the booth to answer questions about inflammation in COPD.
Millions battling alopecia areata (AA) face more than hair loss—it’s an autoimmune disease that deeply impacts confidence, relationships, and careers. New treatment advances bring new clinical data; however, HCPs often struggle to connect the clinical data with the real-life patient impact.
Pfizer sought to address this gap, and together we developed an immersive tool to help HCPs visualise hair regrowth, bringing patient stories to life and turning static data into meaningful insights. By bridging this gap, Pfizer empowers HCPs to better understand and communicate treatment outcomes, transform the care experience, and offer hope to those living with AA.
We shaped rapid action to deliver lasting change in lipodystrophy education, empowering healthcare professionals to improve care in an ultra-rare disease. By uniting global experts, we delivered practical tools grounded in real-world insight—from digital avatars and clinical case journeys to a published Global Rapid Action Plan. Educational content addressed diagnostic delays, treatment inertia, and the need for patient-centred care.
Used across congresses and clinical settings, these resources are already driving earlier diagnoses and better treatment decisions. The programme set a new benchmark for professional education in rare disease, fostering global collaboration and enhancing the care and management of lipodystrophy.
Migraine Dialogues is a multi-phase, global-to-local educational initiative designed to transform migraine care through determining best practice in treatment optimisation. Through a series of highly interactive educational touchpoints, including webinars, virtual roundtables and in-person events, the programme engaged thousands of HCPs worldwide.
A global faculty of Change Leaders was trained to deliver data-driven, patient-centred content using storytelling techniques to boost engagement and confidence. The programme empowered HCPs to move beyond outdated therapies and reframe treatment goals—driving improved outcomes for people with migraine across multiple markets.
The Oncology Education Hub exemplifies best-in-class HCP education by delivering modular, evidence-based learning tailored to oncologists’ real-world needs. Powered by M3 and Gilead, it combines clinical depth with UK KOL insight, covering TNBC, HR+/HER2- breast cancer, and NSCLC.
The programme’s SMART objectives, measurable knowledge gains (up to 41%), and sustained engagement demonstrate its educational value. Uniquely blending video, clinical scenarios, and articles, it empowers clinicians with practical, clinically relevant insights. This entry is highly relevant to the category by showcasing how targeted, digital learning can close knowledge gaps and support better decision-making in complex cancer care pathways.
Transplant clinicians work across disparate organ specialisms, with opportunities to connect extremely rare. With a recently launched treatment for post-transplant refractory CMV and significant experience in medical education, Takeda was well-positioned to foster shared learning through the Takeda Transplant Exchange meeting series.
The innovative format for 2025 mirrored an International Congress; the agenda included plenary sessions, panel Q&As, and workshops delivering relevant data updates and best-practice sharing.
The Transplant Exchange 2025 was hugely successful, with 70 attendees including physicians, nurses, pharmacists, virologists and microbiologists. Feedback demonstrated educational value with attendees, including a high impact on altered approach to managing treatment.
