This document summarizes a presentation on developing patient-centric strategies. It discusses how the traditional role of patients has shifted to be more informed, in-control, and demanding co-decision makers. It also outlines different marketing approaches like focusing on attributes, benefits, and emotions. The presentation emphasizes taking a holistic view of patients' experiences through immersive research techniques. Key areas to address include understanding patients' emotions, expectations, concerns, and motivating continuous management of obesity and related conditions. Insights can then inform integrated direct-to-consumer and direct-to-physician campaigns and patient support programs.

1. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by

2. WALKING A MILE IN
PATIENTS’ SHOES
THE
PRESENTED by:
Serra BOZKURT
Plus Research Solutions
Aydan KAYSERİLİ Transform International

3. 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

4. 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)

5. 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…

6. THE TOOLBOX …
Immersion
interviews &
observation
Teledepths
360° View
(personal+
social+public
life)
Emotional
techniques to
understand
unarticulated
influences and
emotional factors
driving behaviour

7. OBESITY; A VICIOUS CIRCLE
obese
Reduced
selfworth
Anger
Puts more
weight
Frustration
Eats even
more
Eats more
Gets
depressed
Hopelessness

8. 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”

9. 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

10. PATIENT,CARER SUPPORT & PHYSICIAN
EDUCATION PROGRAMMES

11. TURNING PATIENT INSIGHTS INTO STRATEGY
Patient
Insights
DTC
Strategy/
Campaign
DTP Strategy/
Patient Support
Programs
INTEGRATED WITH HEALTHCARE PROFESSIONAL CAMPAIGN

12. DTC CAMPAIGN CONCEPTS
(FROM LAUNCH TO OTC SWITCH)
Fat Blocker
Obsession
Healthy Weight

13. 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

14. WALKING A MILE IN
PATIENTS’ SHOES
Thank you
THE
PRESENTED by:
Serra BOZKURT
Plus Research Solutions
Aydan KAYSERİLİ Transform International

15. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by