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Key Questions About Patient Experience in 2019
PM360 - September 2019
Managing Director Nikkie Jones answered questions about her expertise in crafting better experiences for patients and how to build trusting relationships in the latest edition from PM360.
One way to build patient trust is to communicate with patients simply. Giving them information that is useful and plain-spoken without compromising regulatory guidelines can go a long way in developing a strong relationship with patients. Because of the risk-averse environment we live in, we have surrounded ourselves with complex language that is meant to protect the patient, the provider, and the company. In the process, we’ve forgotten that the very customer who could benefit from the brands we market can’t understand what we’re trying to communicate. This complex approach to communication only leads to misunderstandings and distrust.
Some companies have identified this issue and are working to help patients better understand their healthcare. For example, Bristol-Myers Squibb launched an initiative called UPL, or universal patient language, in an effort to explain medical terms simply. The pharma company brought in patients and asked them to participate in several working sessions, leading to a set of seven principles for creating content that is easier to understand and learn. The end result is greater patient trust and a stronger relationship.
Nikkie Jones, Managing Director
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