RNIB commissions Doctors.net.uk to run educational eye health campaign for GPs

Oct. 19, 2011 - PRLog -- The Royal National Institute of Blind People (RNIB) has appointed Doctors.net.uk - the largest and most active professional network of doctors in the UK - to launch an educational campaign for GPs.

The nine-month eye health campaign aims to improve treatment and referral pathways for the following conditions: cataracts, glaucoma, age-related macular degeneration (AMD) and diabetic retinopathy.

It will provide commissioning guidance for GPs as well as improving their eye health knowledge, and enhancing their awareness of relevant services and support networks. GPs can also complete four mini accredited CME modules.

The campaign has been launched following research conducted by medeConnect Healthcare Insight - the independent market research division of Doctors.net.uk, which found that 50 per cent of GPs surveyed did not feel very knowledgeable about AMD. Thirty two per cent felt the same about glaucoma and 30 per cent about diabetic retinopathy.

Simon Grime, head of healthcare communications for Doctors.net.uk, said: “GPs are the first port of call for many patients with eye health problems and it is vital that GPs feel confident about making diagnoses and referrals.

“We have developed a practical and highly informative campaign that will enable GPs to improve their eye health knowledge and identify the best care pathways for their patients.”

David Allen, Head of RNIB's Sight Loss Prevention Programme, said: “Around 50 per cent of sight loss can be avoided, so as the UK’s leading charity for people with sight loss, RNIB recognises the crucial role GPs play in their patients' eye health, and in supporting those who are losing their sight.

"Doctors.net.uk provides the perfect channel through which to educate and engage with GPs on eye health. We have been able to use the learning from the pre-campaign research to better target our information and meet the knowledge needs identified. We believe this campaign will continue to improve knowledge and confidence, bringing real benefits to GPs and patients.”