Posts tagged "patients"

Any healthcare industry observer knows that today’s patients participate more actively in decisions affecting their health than ever before. This is facilitated by a less stigmatised approach to personal health, and by the internet as the ‘premier’ source of healthcare opinion and information.

Aside from some downsides (see previous posts) , most of us see knowledge-empowerment as a promising impact on health outcomes. However, it’s unfortunate that EU citizens are restricted to gaining information online peer to peer (via discussion forums) or from company sites in unrestricted markets, such as the US. This information rarely represents local indications or local market conditions. As a result the patient reviews information that is not always relevant to them, with products that are not always available in their market.

The European pharmaceutical industry has become an outsider to this information exchange. They are legally liable for the products they produce, but prevented from providing a regulated information source to the concerned consumer.

Isn’t it about time that Pharma be recognised as important contributors to health information alongside healthcare professionals, patient groups and regulatory bodies?

The recent European Federation of Pharmaceutical Industries and Associations (EFPIA) call on policy makers to improve access of citizens to medical information seems sensible and long overdue.

The EFPIA have proposed 4 main information categories to clarify the discussion. Firstly, pro-active information, which is provided unsolicited to the public, should be limited to general information on diseases, e.g. covering awareness, prevention etc. but not mentioning specific medicines. Secondly, reference information, covering diseases and medicines, which is sought by patients as in a library, e.g. through the internet. Thirdly, reactive information on medicines in response to enquires received from patients. And finally, support information supplied to support compliance with a prescribed medicine.

The European Commission is also in the process of reviewing the current practice with regard to information to patients on medicines and plans to announce its findings in October 2008.

The European Commission fully supports that better information available to patients can contribute to achieving better health conditions, a more efficient use of resources and better adherence to treatments. And has further concerns over inequalities of information provision across EU members, and the lack of quality standards. In addition to this it also recognises that Member States authorities may not be in a position to fully address patients’ needs in terms of the substance of information and the access via different means.

It would appear that the EFPIA and the European Commission are on the right track and we could expect to see at least a recommendation of harmonisation across member states.

In the mean time consumers of medicines in the EU remain exposed to inaccurate information and at potential risk to their health.

Recently we have been working on a brief to improve the provision of information to people with massive mobility and dexterity challenges. We needed to communicate the product, how to use it in a way that is really useful, and most importantly why the choice has been made for them to be on this therapy.

Our initial discussions revealed that beyond who they might be and what they have been diagnosed with, little solid research in terms of their feelings or how they live with the disease was known. As a consequence we needed to get to grips with the patients, not only in terms of information requirements but also their idiosyncrasies and physical disabilities.

We wanted to use an approach that we have come to know as ‘Accessible Design’. This approach is huge with car designers in Japan, who need to feel how the rapidly aging population of Japan experience their cars. As young, progressive designers, they don’t have a problem getting into a car, adjusting seats, twiddling knobs – but the end user might. To combat this mismatch between audience and output Nissan invented the old-suit, an outfit which simulates the effects of aging. Strap it on and you’ll immediately feel stiffer, heavier, less able to balance, and the included goggles will make it harder to see. And its works – their design teams know, empathise and design better for an audience they do not relate to physically.

It’s obvious how this relates to the work we do. Patient materials are too often overlooked as bits of collateral that ticks the patient communication box but mean little to the actual user. While we create more relevant content for our audiences, really getting to grips with the problems they face and the questions they have, it’s essential to package this content appropriately. While product manufacturers make sure their goods are easily accessed, we must produce healthcare information in such a way as to be easily consumed.

Our conversations with patients and professionals unearthed difficulties we’d never have dreamed of (door knobs, envelopes, ring pulls, Velcro, shiny surfaces, stockings etc). Following an accessible design approach proved hilarious and humbling. With no Nissan suit budget in place, we had to get creative and find ways of ‘restricting ourselves’ based on the patient insights we had. Enter ski gloves, mittens, industrial strength elastic bands, bags on hands and training weights on arms. We played, we learned, we were astounded. The result is a range of materials that have been thoroughly tested as ‘end usable’. Alongside a better understanding of what they need and want to know we have solved the problems of this audience in a more relevant way, for a brand that can only benefit from this approach.

This project has been a real learning curve for us. We have looked at real end user requirements, translated this into design and content objectives, and injected these into our tactical material briefs. We have also gained useful insight into what it’s like to live a tiny period of time with a disability that impacts so much.

As far as we are aware this is the first time an accessible design approach has been used by a communications agency and that makes us totally happy. It’s an approach that is now an intrinsic part of our materials generation process.