Online campaigns shortlisted for three awards

Online campaigns shortlisted for three awards

A website and PR campaign which helped reduce outpatient referrals for musculoskeletal (MSK) conditions in Sheffield by 17 per cent was been nominated for two accolades.

The Sheffield Aches and Pains project was nominated in the Health category at the 2012 and was also one of five finalists in the GP and Primary Care category of the Medipex NHS Innovation Awards 2012.

We worked with GPs, orthopaedic consultants, physiotherapists and voluntary sector representatives to develop a unique online approach to managing patients with mild musculoskeletal conditions.

The citywide project aimed to empower more people to manage their own pain and so save unnecessary GP visits and hospital referrals, and reduce the numbers developing chronic pain. The site provides general health care and pain relief advice, as well as directing people to individual websites which focus on how to deal with common conditions affecting the back and neck, foot and ankle, arms and hand, elbow, shoulder, hip and knee.

Patients are referred to the sites after visiting their GP with a problem. Each website contains downloadable patient information leaflets and exercise sheets, plus video exercise demonstrations, general healthy eating and pain relief advice, as well as sections targeting employers and health care professionals.

For healthcare professionals, the websites provide an easy-to-use clinical management and educational tool to support the management of muscular skeletal (MSK) conditions, saving unnecessary surgery visits and hospital referrals as part of a citywide care pathway.

They also provide support and advice for employers to help facilitate a speedy and active rehabilitation response to MSK conditions in the workplace.

Sheffield GP Ollie Hart, said: “HR Media have been excellent - creatively turning our vision into an effective reality which is helping to improve the way thousands of people are treated.”​