Applying behavioural interventions in chronic diseases

Overview

Chronic diseases are the leading cause of death and disability worldwide and have a staggering impact on patients’ lives and the provision of healthcare around the world.

Tackling conditions such as diabetes, heart disease and stroke is of vital importance if patient outcomes are to be improved and healthcare costs lowered.

To achieve this, and in doing so address clinical inertia, a combination of innovative communication strategies and behavioural science can provoke small changes that produce a meaningful difference in health outcomes.

This pharmaphorum webinar, in association with Complete HealthVizion, looked at how to help chronic disease patients to live well for longer, by providing a clear understanding of healthcare professionals’ and patients’ behaviours and communication needs.

Focus

The webinar took place on Thursday 6^th February from 14:00-15:00 GMT/09:00-10:00 EST, when a world-class faculty representing a wide-range of disciplines, including social science, multichannel and medical affairs strategy, discussed how behavioural change approaches can be used to avoid major health problems and the increasing costs associated with declining health.

They considered drivers of decision making in chronic disease management and looked at why issues such as ‘behavioural complacency’ prevent progress and consider the lack of short-term benefits associated with many disease management approaches.

All too often there is little urgency to act in patients at risk from chronic disease, despite a growing burden that increases their suffering and the time they spend in clinical practices with HCPs.

This webinar helped change that, by looking at:

• How to assess readiness to change among patients and HCPs
• What strategic approaches work best in this setting
• How to target the most important HCPs and convince them of the need for change
• How to measure the effectiveness of behavioural change tactics

To view the debate on demand, please click here or on the button above or below.

Our Panel

Cara Blair, Client Services Director, US, Complete HealthVizion

Cara has 17 years experience as the account lead for healthcare education programs in all stages of the product lifecycle, providing strategic insights for communication planning and oversight to ensure optimal execution and fiscal management. She has developed strategic communication and publication plans, including facilitation of workshops and alignment with stakeholders and has extensive expertise on a wide array of programs, including disease state education and brand marketing, key opinion leader identification, advisory boards, speaker training, and publications. Her experience spans a wide range of therapeutic areas, including diabetes, oncology, cardiovascular disease, pediatric cardiology, neurology, Alzheimer’s disease, chronic pain, HIV/AIDS, psoriasis, women’s health, and men’s health. Cara is skilled in designing educational strategies to meet business objectives for global and affiliates, including US.

Robert Poole, Director of Scientific Services, Complete HealthVizion

Robert has over 20 years’ experience in medical communications.  He is responsible for the development, implementation and measurement of scientific and communication strategies to support clients, primarily in the medical affairs arena.  He has wide experience across a range of large pharma and biotech, delivering innovative communications in numerous therapeutic areas, including oncology, respiratory, autoimmune diseases, cardiology and nephrology.  Robert has a particular focus on utilising behavioural science to build smart communications based on human insight, and to truly measure their meaningful impact on knowledge, attitude and behaviour to improve patients’ lives.

Ian Greenway, Medical Affairs Director, Complete HealthVizion

Ian has over 30 years experience in pharmaceutical development and medical communications, including four years as a Medical Affairs Consultant to pharma/medical communications agencies and 10 years as a Global/Medical Affairs Leader. He provides guidance on medical strategy, compliance, and a pharma client perspective. He develops communications strategies and medical education materials to support affiliate companies and health care professionals and has supported medical elements of regulatory submission and subsequent product launch and training. Ian has led cross-functional teams to deliver insight-driven, customer-focused, differentiated target product profile and claim documents to drive delivery of differentiated reimbursable medicines. He has also led delivery of a medical excellence training program to global and affiliate physicians and MSLs.

Pippa Colden, Scientific Director, Complete HealthVizion

Pippa has over 16 years in medical communications and is focused on driving business success for clients by providing sound strategic and scientific direction designed to deliver outstanding, consistent content solutions. She has extensive experience (scientific content, strategic brand development, and leadership) across a breadth of therapeutic areas, including women’s health (ovarian/breast cancer, obesity), cardiovascular disease, and rare diseases pre- and post-launch. She has developed medical communications for both lay and professional audiences, including external experts, regional healthcare professionals, physician extenders, payers, providers, and patients. She has led the development of numerous communication strategies for US pharmaceutical clients, providing in-depth insight into a broad range of communications challenges and has spearheaded the identification and development of innovative, multidisciplinary solutions designed to help clients achieve their brand goals. Pippa is well versed in pre-launch development through lifecycle management of mature products across numerous therapeutic areas and product types.

Dominic Tyer, Creative and Editorial Director, pharmaphorum [moderator]

Dominic Tyer is a trained journalist and editor with 19 years of pharmaceutical and healthcare publishing experience. He serves as a contributing editor at pharmaphorum media, which facilitates productive engagement for pharma, bringing healthcare together to drive medical innovation. He is also creative director at the company’s specialist healthcare content consultancy, pharmaphorum connect.