WALKING A MILE IN PATIENTS’ SHOES
PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International
THE
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
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)
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…
Tele-depths
Emotional techniques to understand
unarticulated influences and
emotional factors driving behaviour
360° View (personal+
social+public life)
Immersion interviews & observation
THE TOOLBOX …
OBESITY; A VICIOUS CIRCLE
obese
Eats more
Gets depressed
Eats even more
Puts more weight
Anger
Frustration
Reduced self-
worth
Hopelessness
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”
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
TURNING PATIENT INSIGHTS INTO STRATEGY
Patient Insights
DTC Strategy/ Campaign
DTP Strategy/ Patient Support
Programs
INTEGRATED WITH HEALTHCARE PROFESSIONAL CAMPAIGN
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
WALKING A MILE IN PATIENTS’ SHOES
PRESENTED by: Serra BOZKURT Plus Research Solutions Aydan KAYSERİLİ Transform International
THE Thank you