Do
 

Internal Behaviours

  • Identify and align all internal stakeholders in advance of any activity to address concerns, and agree business needs and project objectives
  • Ensure everyone involved is fully agreed on what ‘patient-focused’ means
  • Ensure your expected measures of ROI focus on patient outcomes
  • Take a co-creation approach and involve patients and HCPs in programme design from the start
  • Proactively build pharmacovigilance into the programme design

External Behaviours

  • Use insight generation to understand true opportunities that make a difference to patients’ lives
  • Design programmes to help patients connect with their condition and feel able to help themselves
  • Consider regional market variations, cultural nuances and local regulations before you design a solution
  • Communicate with patients/caregivers in a way they want to receive information, check how and when
  • Relate to the patient as a whole, rather than just in the context of one condition and one therapy
  • Develop an agile programme that continually collects and implements feedback and is responsive to evolving patient needs
Don't
 

Internal Behaviours

  • Don’t underestimate the budget – match the right programme ambitions to an achievable budget and plan for evolution
  • Don’t plan a programme before co-creation has started, to ensure the project adds real value to everyone
  • Don’t create a generic patient persona – it is far better to understand and engage with a spectrum of patient needs
  • Don’t avoid the need for data governance – be prepared, but don’t be frightened
  • Don’t stop the project before you have followed up with the participants and it is finished from everyone’s point of view

External Behaviours

  • Don’t decide on your programme tools before you have gathered your insights
  • Don’t gather insights that are too narrow or rely on secondary research alone
  • Don’t assume a need is met just because something already exists
  • Don’t miss out important people who are actively engaged in the patient’s care
  • Don’t expect patients or carers to ‘find’ programmes on their own
  • Don’t expect to achieve a change overnight – build in small indicators of progress along the way

 

 

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