56 Dean Street takes home three Communiqué Awards for PRIME service

Congratulations to the team at 56 Dean Street, the Trust’s sexual health and HIV centre in Soho, for winning three categories at this year’s Communiqué Awards. Their digital lifestyle intervention PRIME won Innovation in Healthcare Communications, Excellence in Engagement Through Digital Channels and Excellence in Content Management.

Dean Street PRIME is an enhanced service developed with support from 90TEN Healthcare communications consultancy that offers a benefits package to select Dean Street patients who are at high risk of catching HIV in the next year.

Accessed through a mobile phone, it includes five digital programmes that address different sexual behaviours so patients can switch to the most relevant as their lifestyle changes. Content is developed and looked after by the gay community and users are alerted to new content by a monthly text which also gives them priority access to HIV testing services. 89% of users said that PRIME has helped them to stay HIV negative. In terms of outcomes, PRIME users saw a 94% fall in HIV infection risk along with a greater than 50% reduction in other sexually transmitted diseases. It has also been attributed as one of the key factors in the 42% reduction in HIV diagnoses in the wider clinic population

One of the judges said: “This was an impressive, bold and brilliant campaign that absolutely blew us away. It not only changed lives, but the metrics were mind blowing and it showed a real passion. We would not only want to be part of this team, but the work made us proud to be part of the industry. The best campaign we’ve seen in a long time—it had absolutely everything.”

James Beckett (Divisional Director of Operations) said: “Dean Street PRIME is the latest digital innovation from an amazing team at Dean Street. The service has had a huge impact for our patients; making advice accessible and allowing people to take steps to improve their wellbeing and reduce the risk of HIV diagnoses.” 

This year the Communiqué Awards marks twenty years since it was first founded to recognise and reward outstanding work in healthcare communications across local, European and international markets. Each year, a changing panel of over 100 industry experts and leaders, drawn from advocacy, agency, pharma, professional services and regulators take part in a rigorous judging process, championing the highest possible standards to identify winners that showcase the very best in healthcare communications.

The Communiqué Awards took place at London’s Grosvenor House Hotel, Park Lane on 6 July 2017.