Walking a Mile in Patients' Shoes - The Journey - Plus Research & Transform International

525 views
308 views

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
525
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Walking a Mile in Patients' Shoes - The Journey - Plus Research & Transform International

  1. 1. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  2. 2. WALKING A MILE IN PATIENTS’ SHOES THE PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International
  3. 3. HOW HAS THE ROLE OF THE PATIENT SHIFTED? The traditional role of the Patient is in transformation Patient Power has emerged Informed In-Control Demanding Co-decision makers
  4. 4. MARKETING APPROACHES LEADING TO PATIENT CENTRICITY Attributes & Feature Focused (efficacy, lower side effects, once- a -day, oral, patch ) Functional Benefit Focused (compliance, easy to use, convenient) Emotion Focused (Exploring the patient journey)
  5. 5. THE APPROACH …  The world of Obesity is a complex one  The impact of the condition and the dealings around its management , the individual coping strategies calls for exploration beyond “rational techniques”  Accessing reality in order to gain a holistic view of the patient and their experience with the condition is necessary  Taking a journey into the real world of the patient and documenting the patient story…
  6. 6. THE TOOLBOX … Immersion interviews & observation Teledepths 360° View (personal+ social+public life) Emotional techniques to understand unarticulated influences and emotional factors driving behaviour
  7. 7. OBESITY; A VICIOUS CIRCLE obese Reduced selfworth Anger Puts more weight Frustration Eats even more Eats more Gets depressed Hopelessness
  8. 8. AREAS TO ADDRESS WHEN DEVELOPING THE PATIENT CENTRIC STRATEGY -1  Redefine how you call out to your target group; “They don’t want to be called “ patients” or “ill”  Need to hear motivating messages and success stories to increase compliance; ”I feel that I’m a failure after being on so many diet & exercise programs”  Be aware of the different phases of emotions they go through;           Denial , Shock Anger Guilt Anxiety Loneliness etc Acceptance (end –goal) Be aware of their high expectations; “Miracle pill” Barriers to visit the doctor to lose weight Address concerns over safety of OTC diet pills Prevalent belief : “RX medication for weight loss is unattractive”
  9. 9. AREAS TO ADDRESS WHEN DEVELOPING THE PATIENT CENTRIC STRATEGY -2 Not aware of seriousness of diabetes as a concomitant condition of obesity (eg: Organ failure, need to control BG level)  Not motivated enough to co-manage Obesity and Diabetes • In denial that lifestyle is affecting condition • Not managing to stay on good diet & exercise • Majority not successful in managing diabetes overall  Poly pharmacy is a concern and reason for non-compliance BUILDING TRUST and MOTIVATION for Co-MANAGEMENT via ; • Increased information flow from stakeholders to patients • Improving availability of self-managed education • Explaining treatment goals clearly • Communication of success stories based on QoL parameters
  10. 10. PATIENT,CARER SUPPORT & PHYSICIAN EDUCATION PROGRAMMES
  11. 11. TURNING PATIENT INSIGHTS INTO STRATEGY Patient Insights DTC Strategy/ Campaign DTP Strategy/ Patient Support Programs INTEGRATED WITH HEALTHCARE PROFESSIONAL CAMPAIGN
  12. 12. DTC CAMPAIGN CONCEPTS (FROM LAUNCH TO OTC SWITCH) Fat Blocker Obsession Healthy Weight
  13. 13. DTP STRATEGY/ PATIENT SUPPORT PROGRAM Patient Insights used to develop effective DTP strategy/Support Program to motivate consumers/patients to keep up with the weight –loss program as well as to continue to stay on the Rx medication. Insights that inspired the Patient Support Programme  Need continuous support and tips on weight loss programs  Need example diet & exercise plans  Need information on medication and weight-loss concerns  Buddy system to co-manage the condition  Customised support and information flow to meet female and male expectations
  14. 14. WALKING A MILE IN PATIENTS’ SHOES Thank you THE PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International
  15. 15. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by

×