The term ‘Patient centred approach’ often feels overused, yet at its core, it should be the driver for the health system - of which pharma plays an instrumental part.

Yet, it is so much more than a patients’ world; it is part of the patients' universe. To work with the patient universe, we have to adopt a system wide approach that is designed to take into account the needs not just of the patient, but the pharmaceutical company, payors, HCPs and the patients' supporters and carers.

As we consider a true patient centred approach, we need to understand the needs of the system in a very different way. It’s not enough to understand the drivers, we need to drill down and identify the outcomes that would be expected across the whole system if they are to adopt a truly patient centred approach.

This means designing an approach that will deliver:

• Evidence of patient centred outcomes- these are unlikely to be clinical markers. Rather, they will be things that really matter to the patient
•   HCP outcomes – aligning with targeted clinical measures as well as softer measures such as patient experience
•   Payors outcomes – showing an increase in efficiencies, reduced demand and increasing value for money
•  Pharma outcomes – demonstrating the impact of the drug and approach, the impact the approach has on the patient and ultimately an increase in sales.

In order to achieve this, we have to change the way that we work. Using the ICE excellence model, we move from a culture of design in isolation and market test, to one of co-creation and collaboration.

The model follows a systemic approach by bringing all of your stakeholders together to design the future state. This places the patient at the very centre of the work and designs with them in mind, whilst ensuring the needs of the wider system are met.

We involve the people in the system in every step of our programme design. By involving the people in the whole system, we make them true designers of the future, rather than validators of previous thinking.

Being outcomes focused, the model concentrates on values, beliefs and behaviours and supports a truly patient centre approach. This ensures that we design for the whole system - this is crucial in supporting patients to become engaged with their own health and condition management.

To find out more about true patient engagement, please contact Amanda Madden amanda.madden@icecreates.com 07866 602604