Introducing Lifelines - a methodology for patient-centricity


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This document introduces Lifelines - a patient insight method for illustrating the things that matter most to people living with a health condition.

It uses detailed patient experience interviews, along with social media monitoring and pre-existing research to identify gaps for where important needs & issues may not be meeting the requirements of patients.

Published in: Health & Medicine
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Introducing Lifelines - a methodology for patient-centricity

  1. 1. Bringing the patient experience to life
  2. 2. An Introduction to Customer Faithful: Our Work in HealthcareOur work is about uncovering and interpreting theexperiences and needs of patients and those around them.Our guiding principle is to frame healthcare needs in thecontext of how they are perceived by individuals, ratherthan those delivering healthcare services.It casts the patient in the role of ‘expert’, and seeks to learndirectly from their views, stories and experiences, not justtheir symptoms.By bringing the ‘lived experience’ of patients alongsidemore traditional healthcare information, our work canenable a far richer understanding of patients’ quality of life,as well as where and how it may be enhanced. © 2013
  3. 3. How Does Our Work Benefit Healthcare Organisations?Our insight work is truly patient-centred, placing as much meaning inthings they feel are important in their lives as those defined byprofessionals involved in their healthcare.This makes the approach ideally suited for enabling healthcareorganisations to gain a more balanced and inclusive perspective ofliving with health conditions.We can support healthcare organisations in many ways, including: •  enabling organisations to identify the needs of patients at given stages of therapy, and the role and impact it plays in their lives •  pinpointing where patients / families seek support when ‘living’ with a condition, and how new/existing services could provide help •  demonstrating a patient-centred view of health to HCPs, patient advocacy groups, KOLs and beyond •  contributing thought-leadership and insight into wider stakeholder debate, such as policy development or public awareness © 2013
  4. 4. How Does Our Work Benefit Healthcare Organisations?Examples of how patients and healthcare professionals (HCPs) canapply Lifelines insights include:• Identifying needs that can be met by developing integrated or multi-disciplinary care plans, incorporating health, social and preventativecare. In addition to defining needs, Lifelines can also highlight to HCPshow patients understand existing service provision, and the degree ofconfidence they have in them.• Pinpointing areas and issues where patients are seeking to managetheir own care, including the information they need to do this• Descriptions of ‘what good looks like” – patient-defined examples ofhow and when specific environments, services and support tools cansupport individuals across the patient pathway• Detailing clues that enable (or prevent) early diagnosis to take place• Building a catalogue of rehabilitation tricks, traps and tips that patientsdevelop, as they come to terms with their condition• Outlining life events that can signal a need for emotional,psychological or practical support, impacting a patient’s ability to copewith their health condition © 2013
  5. 5. Our Insight is built in four stages Literature Review •  Assemble and organise core knowledge from existing insight both within an organisation and beyond Life Stories •  Enhance depth of insight, through rich and detailed accounts from patients and those around them Analysis •  Integrate information, combining literature-review data with patients’ feelings and perceptions Insight •  Interpret findings into clear recommendations which are solidly evidenced, and compelling to read © 2013
  6. 6. Our Lifelines™ MethodologyOur core method is qualitative, semi-structured interviews, with each in-depthdiscussion audio-recorded and analysed for high level themes /lower level evidence•  Our technique develops insight from life episodes rather than responding to predetermined topics•  We try to define what’s valued as important, vs. how well it’s delivered•  We use interpretative phenomenological analysis (IPA) – a detailed study of transcript data•  We display our insight as a journey, defined by patient language, not clinicians•  It is visual, illustrative – an aid to understanding rather than a quantitative assessment - there are no numbers on these graphics, but there are clues to the experience of how people manage living with a condition. Lifelines™ is a registered trademark of Customer Faithful ®2013 © 2013
  7. 7. A closer look at Lifelines™ 4 1 2 3 The shape and definition of a Lifelines chart provides an ‘at-a-glance’ overview of patient experience 1 Lifelines journey steps are defined by patients in their own language 2 Lifeline data points detail the issues that matter to patients (captured from a range of sources) 3 The graph charts two ‘life lines’ – the importance of issues to patients vs. existing delivery success 4 Lifelines highlights areas of convergence and divergence, using ‘traffic-light’ coding and commentary © 2013
  8. 8. What Makes Lifelines So Special? ‘Bring To Life’ Features 1.  Life stories allow richer and more detailed insight into Lifelines graphics 2.  Source data integration enables other study materials to be combined for wider validation 3.  Drill-Down referencing, provides identification of source data, point- by-point 4.  ‘Zoom-in filters’ can highlight individual patient profiles or specific Our Lifelines patient insight programmes have been used across a life-episodes wide range of health conditions, from Rheumatoid Arthritis and 5.  Auditable data supporting peer Alzheimer’s Disease, to less common conditions such as review for academic publication Haemophilia and Pulmonary Arterial Hypertension. 6.  Dual-format presentation via Lifelines offers easy-to-read visual illustration, robust analysis and a range of design attributes we call ‘Bring To Life’ features. PowerPoint slides or hard-bound display books for use with customers and wider stakeholders © 2013
  9. 9. Our Credentials – A Quality Commitment Customer Faithful is led by Rick Harris, who has over 20+ years of research experience across a range of industry sectors. Under his direction, the Lifelines research process has been developed and continually evolved during its use in healthcare and other industries. In addition to his own skills, Customer Faithful brings together a highly experienced team with wide commercial as well as research experience. Lifelines is underpinned by a range of quality assurances: •  all project teams are custom-built and overseen by Rick Harris, ensuring a consistent approach and expert guidance Rick Harris •  Lifelines incorporates some of the latest thinking and techniques in Managing Director, Customer Faithful healthcare qualitative research, including IPA study1 •  Lifelines has been designed for peer-review, and so offers a transparent audit trail, suitable for support of publication of findings o  its consistent format makes quality review easy-to-manage and distinctive when sharing with wider stakeholders1 IPA - Interpretative Phenomenological Analysis (IPA) – developed at Birkbeck University of London, 1996 © 2013
  10. 10. Supporting Thought LeadershipIn recent years, there has been a growing acknowledgement in the UK - “Research from the Picker Institute,across the healthcare community - of the value of patient insight, and a The Health Foundation and otherscommitment to seek ways to access it. shows how far away we are from healthcare that really meets theHowever, despite the widespread use of national surveys and complaints priorities and preferences of, an investment in ‘smaller-scale, greater-depth’ qualititative research Patients and their families and friends,has been largely missed. both individually and collectively, know a great deal about health services from the most important end – serviceWe firmly believe that our work is making a significant contribution in delivery. We need to utilise thisimproving how to engage with and listen to patients, so that healthcare intelligence, these experiences, todesign is centred on the needs of those using them, rather than those guide and inform and make it part of the power of change.”delivering them. Harry Cayton, 2006Overall, our approach is innovative and focused on a quality of insight Council for Healthcare Regulatory Excellencewhich seeks to break new ground in improving the lives of patients.In so doing, we feel that such insight programmes are an ideal fit with thewider ambitions and values of the healthcare industry. “…The Outcomes Framework is only one part of our journey. If we want the NHS not to treat patients as though they are parts on a conveyor belt, we need to go further. We need to empower patients, their doctors and nurses to work together to get the best possible care. We need patients to be fully engaged in the decision making process. Having a voice, loud and clear. We are inviting people to use their creativity and ingenuity, and to surprise us with what they come up with…..allowing data to be used in this way will help improve the health and experience of patients” Andrew Lansley, 2011 - Secretary of State for Health © 2013
  11. 11. For further information about Customer Faithful, contact…….Rick Harris, Managing DirectorCustomer © 2013