To differentiate ourselves from the usual long-form educational content HCPs are exposed to, we built our solution around brevity – making its low time-impact a key selling point. We developed the Singapore Asthma 90 Second Speed Course, a course delivered to HCP’s smartphones via a link sent by SMS during their morning commute (Singapore is a market where the use of public transport is prevalent at all levels of society). The course included a mix of short facts, multiple-choice quizzes and video content. It was designed to be completed within 90 seconds over 9 lessons (although more in-depth content was available should the HCP wish to spend more time).

We also took an innovative approach to driving signup by using a physical “VideoPak” mailer that featured a small video player with a video dramatizing uncontrolled patients who believe they are controlled. The “VideoPak” contained a drive to signup via SMS.

In the “VideoPak” the HCP is shown a video of a dramatization by a patient who thought they were controlled but weren’t; followed by a presenter giving the key facts and introducing the course. HCPs could sign up by sending an SMS from their smartphone. The VideoPak was given to sales representatives at GSK who were tasked to leave it behind following meetings at HCP’s offices.

The development of the course content was a collaborative effort, with the base content provided in a raw format, then streamlined to ensure brevity and the ability to digest the information within 90 seconds.

A mobile training platform was used for the setup and customization of SMS delivery, as well as hosting the interactive course content, accessible from mobile via the SMSed link. This entailed customization for an automated workflow that delivered the 9 modules of the course at various intervals throughout the program.

With the platform used for the delivery of the SMS and mobile course, we were able to create, link and analyse all activities from SMS, all the way through to the interactions on each module of the course. The delivery was further scheduled through a custom automation workflow, determining the time and date of the delivery of each module.

-53.67% average module completion rate

oThe course module on GINA stepwise approach garnered

88% completion rate

-28.6% of course attendees went on further to the Asthma Singapore website to read more about Patient Asthma Management Tools

-28.6% of course attendees went on further to http://ginasthma.org/ to read more about Gina stepwise approach

-The program is currently ongoing, with the detailed usage statistics enabling us to fine tune the content and mechanics to further improve performance.