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Our client was operating in the ophthalmology market, where services were under pressure due to increasing patient numbers, new care targets and guidance, evolving delivery systems and a shortage of ophthalmologists. These trends meant new approaches to service delivery were needed to make sure all patients received the care they needed.



We helped the client establish an integrated, non-promotional program of needs-based medical education and support for UK ophthalmologists, scientists and allied healthcare professionals. Designed to help expand and enhance service across the UK, it includes updates on scientific developments, sharing best practice and new training opportunities. It’s overseen by an independent steering committee of key ophthalmology professionals, and endorsed by the Royal College of Ophthalmologists.



Launched in 2012, this ongoing program has supported more than 30 initiatives to date. It was awarded an Excellence in Medical Education Award in July 2013 and has received very positive feedback. For example, 93% of the 120 people who have attended training courses rated them “very good” or “excellent”.

The program’s annual congresses have been accredited with five CPD credits, underlining their credibility.


The judges said

“This is a professional educational program that’s all about service change. With a broad, multidisciplinary approach, it took a central idea and enabled local behavioral change to take place within ophthalmology units, which really benefited both clinicians and patients… a very impressive and worthy winner.”


How this helped patients

Early feedback from delegates indicates they’ve made changes in service delivery, leading to faster throughput of patients, improved patient management and enhanced treatment delivery.

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Ashfield offers a wide range of world-class, market leading services that include medical sales teams, inside sales, contact centers, clinical educators, patient support programs, medical communications, medical information, meetings and events, market research, pharmacovigilance and training.