Natalie says companies should embrace collaboration and co-creation to understand the patient journey thoroughly and ensure patients are provided with what they need instead of what companies think they need.
But, from her experience, pharma often doesn’t know how to connect with patients and caregivers to build those relationships, and missed opportunities for improving health outcomes can occur.
“Ultimately, we know collaboration leads to a positive impact on patient health outcomes. That’s actually what a lot of people forget. There’s a patient story. There’s a real person.”
Forming connections with patients is vital, but knowing how to talk to them is equally crucial. Patients do not respond well to what they see as industry jargon.
“Regardless of which perspective we’re coming from, the best place to start is by talking to patient communities,” says Natalie. “Doing a lot of questioning and heavy-duty listening to immerse ourselves in their world.”
When working with pharma clients, AXON may suggest the need for the company to engage with a specific patient community to gain valuable insights.
“The research revealed first-hand experiences of how FGM safeguarding policies are leaving families feeling racially profiled, criminalised and stigmatised, sadly undermining some of the incredible efforts and great work in the community,” Natalie states.
Natalie Turner, director at AXON, has 22 years’ experience in the pharmaceutical and healthcare industry in a variety of roles including: product launch and life-cycle management, media strategist, directing patient-focused communication programmes, internal training and patient advocacy group relationship development, and working with not-for-profit organisations.
AXON is a global healthcare communications firm that ignites change in healthcare. In its 20th year of developing insights-led healthcare strategy and communications activities, AXON is passionate about making a difference. We believe that at the core of every complex scientific and medical challenge there is a simple, compelling story to be told. By harnessing insights and using storytelling approaches, we can drive behavioural change and improve healthcare outcomes.
The AXON team are a passionate, smart, and curious bunch, who love learning and delivering beyond expectations. As a firm, we shake things up, interrupt the norm and explore new ways of working for the best results.
We don’t take anything for granted. Instead, we use data, patient insights, and evidence from the real world to inform strategic and impactful communications.
Delivering life-changing communications demands new ways of thinking and doing, to ensure we’re creating meaningful changes in healthcare. And that’s what gets us out of bed in the morning.