The model that sees information flow linearly, from pharmaceutical companies, to healthcare professionals, or patient groups and patients, is outmoded and doesn’t work well for any of the parties involved.

Environments are at the mercy of forces from regulation and economics, to competition, culture and more – and patient centricity is no exception. The gulf between the hyper engaged patient, knowledgeable and advocating for improved care, and those not engaging with their health couldn’t be greater. It’s an almost unique challenge to health communicators, who often deal with no defined target audience aside from people living with a disease!

However, at the centre of it all there is always an insight in to the experience of living with disease, no matter how variable in nature, which can ignite patient centricity – enabling the patient and HCP to determine a solution which is correct for them.

There is an opportunity for communicators to help people identify and engage with their condition in a positive way. Whether it’s a leaflet or a multichannel campaign, understanding insight is critical to developing material which can break down the linear flow of information between HCP and patient. It’s through understanding the motivators that we can engage the mass populous to ask the right questions of their HCP which will create a truly patient centric discussion.

Hugh Adams is an Account Manager at WE Communications