Systematically integrating patient engagement

The challenge

Our client wanted to understand the current levels of patient engagement for their global lung cancer team. They also wanted to identify the key steps needed to build a foundation for patient-related activity.

The goal was to realize the benefits of an integrated strategy through greater collaboration and cross-functionally.

Our connected solution

Connecting our teams at Inizio MarComms (Evoke Galliard) and Inizio Medical (Ashfield MedComms), we carried out comprehensive internal stakeholder research, including surveys and interviews, to understand the state of play with patient engagement activity at the time. The team conducted extensive external research on competitor activity in that field and established the priorities of patients and patient organizations.

This led to a clear set of recommendations for collaborative working internally, as well as key gaps in external messaging to develop with patients.

In line with recommendations, we supported the client to set up an internal collaborative cross-functional team. This group meets monthly to:

• Align on global and affiliate patient engagement activities
• Identify and adopt best practice
• Share learning
• Leverage opportunities from across the franchise

Using this cross-functional group, we collated patient insights from the affiliate patient activities and identified unmet needs in patient education. Using these insights, we developed more patient-friendly disease education materials, designed to be highly adaptable and easily localized by all affiliate teams.

The value created

Across the franchise, the internal cross-functional group has been highly effective in helping teams develop a shared systematic approach to patient engagement. The client is hoping to replicate its success in other areas.

The patient-friendly disease education materials developed through this collaborative process have been extremely well received by patients in all regions. Our work has helped people understand the complex science behind diseases in a much more accessible way.