THE CHALLENGE:

Accurate and early diagnosis of Parkinson’s disease (PD) is notoriously difficult as the initial signs of movement disorders are difficult to distinguish. A wrong diagnosis can impact strongly on patient outcomes or may even prove fatal. DaTSCAN, a neuro-imaging test, is the only diagnostic tool for Parkinsonian syndromes currently available yet, despite high awareness in neurology (68%), European research showed that most neurologists still considered their clinical diagnosis alone sufficient for most patients. The research revealed that although 80% had encountered problems with diagnosis, only 35% of the clinical community were actually using DaTSCAN. This complacency was reflected in the low attendance that the product symposia at European meetings had attracted in the previous two years.

WHAT WE DID:

We decided to directly challenge these attitudes among the movement disorders community and undermine the complacent confidence clinicians had in their own diagnostic abilities. With this aim we chose two symposia at the major European meetings for the movement disorders community, EFNS and ENS, and secured several leading lights in movement disorders as speakers. We then developed a novel methodology that starkly demonstrates how easy it is for clinicians to misdiagnose the two conditions of PD and essential tremor. We put together five case studies for assessment and secured a major European player in movement disorders to risk his clinical reputation with ‘on-the-spot’ diagnoses. The format was popular with attendees, sparking much lively clinical debate, and attendance at the events was increased between 350 and 400% on previous years.

THE RESULTS:

• The two events were a phenomenal success, post-event research showed awareness of the product was raised from 68% to 100%
• The diagnosing clinician, one of the world’s best known movement disorder specialists, incorrectly diagnosed three out of the five case studies
• On average only 17% of the audience correctly diagnosed the right condition, and in one case 100% got it wrong
• 76% of clinicians with access to DaTSCAN said they would start to use it or increase their usage
• The symposia triggered multiple media opportunities throughout Europe – resulting in massive message penetration