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We can be heroes

Is collaboration key?

Claire MunroThere is some way to go before pharma companies are routinely seen by the general public as heroes rather than villains, so recent data showing that trust in pharma has moderately improved has been welcomed by the ABPI.

Many companies use ‘hero’ stories, focused on patient benefits, to position the industry in a positive light. In recent years, we’ve heard a lot about patient-centricity, but there’s wide variation in practice, and some initiatives have little or no real impact on outcomes that matter to patients.

One of the best ways to ensure the effectiveness of patient-centred projects is for companies to work in partnership with patient and healthcare professional organisations. Collaboration can take many forms, such as industry-sponsored meetings that deliver value by upskilling nurse specialists; ensuring a brand value proposition is relevant and resonant by co-creating it with clinicians; increasing adherence by involving patients in study design; or improving understanding between clinical specialities through partnerships that help them work together more efficiently along a care pathway.

Whatever the context, effective collaboration is built on six common principles:

1.  Clear, patient-focused objectives, explicitly agreed and documented

2.  A shared commitment to common goals

3.  A realistic time frame -  setting up a partnership needs more planning time at the outset than working alone

4.  A clear understanding of roles and responsibilities, as well as each party’s contribution

5.  Good communication - reviewing progress, sharing information and keeping everything on track

6.  Transparency and authenticity, which are vital for building trust.

Healthcare delivery is  changing rapidly. Working closely with stakeholders helps pharma understand its customers’ perspectives and environment, and deliver appropriate solutions - initiatives aligned with  value-based healthcare principles,  for example, or supporting  patient-reported outcomes.  Joint working also helps the  industry share the limelight with clinical or patient stakeholders, who are very often the real heroes of the story.

Maya Angelou defined a hero as “any person really intent on making this a better place for all people”. Collaboration is a highly effective way for pharma to put patient-centricity into practice, so that everybody involved can feel proud of  making this a better place for patients.

Claire Munro is the founder and director of Dovetail

In association with

Dovetail

23rd May 2018

From: Marketing

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