evolving dynamics in healthcare comms: integrating patient perspectives & multi-channel strategies

Navigating the complexities of modern healthcare requires clear and effective communication, with the patient perspective at its core. In this roundtable discussion, Rebecca Theodorou, managing director & head of communications, Action 360^x, Venelina Mihova, account director, Bulgaria and Aggeliki Kiofiri, country manager, Greece, dive into how communication strategies must evolve to meet contemporary challenges, shedding light on the role of comms professionals in authentically representing patient voices, and the necessity of a holistic multi-channel approach to effectively reach and engage target audiences.

Why has the patient perspective become an integral pillar of effective communications in healthcare?

R.T.: Ultimately patients are at the heart of the healthcare industry and so their perspective is crucial to delivering effective communications. It is important not just when addressing patients, to be able to communicate in a way that resonates with them, that reflects knowledge and understanding of their experience and the experience of others. But also significantly in communications campaigns targeted at healthcare professionals and payers. Increasing pressures on healthcare systems mean that doctors and medical staff have less and less time with each patient. The stark increase in patients with comorbidities (one in four patients now have two or more conditions (Walsh, 2021)) also means that effective communication and incorporation of their lived experience is important for effective health outcomes. This makes it even more important that the patient voice is present in communications in healthcare. Ultimately if communications can help spread awareness, knowledge, and support better management of diseases, this can help not only the patient, but also support healthcare professionals collaboratively achieve better outcomes for their patients, to the ultimate benefit of the overall healthcare system.

V.M.: The patient-centric approach not only humanises a topic significant to many but also aims to reach a shared understanding of specific issues. It demonstrates the company’s engagement with the patient’s needs and focuses on supporting their journey. Our communication strategies for Action Bulgaria’s clients in the pharmaceutical sector actively incorporate a patient-centric approach to help brands build trust, improve relations with patients, enhance patient satisfaction, and support advocacy. When designing our campaigns, we encourage patient advocacy and foster open and honest communication. Over the years, our team has developed and implemented numerous awareness campaigns targeting both medical specialists and the general audience. Sharing personal stories and carefully guiding patients to communicate their perspectives improves the overall effectiveness of campaigns. This approach makes them relatable and impactful, helping to build lasting bonds between brands and patients.

A.K.: In our modern societies and the rapidly changing landscape due to the pandemic, we are seeing a broader transformation within the industry, emphasizing patient-centred care, empowerment, and engagement, as well as a paradigm shift towards a more collaborative model. Patients are now better informed, more engaged, and increasingly demand a say in their care decisions. Therefore, integrating the patient voice into communication frameworks not only enhances patient outcomes but also fosters trust, transparency, and creates a more responsive system.
Effective communication also improves satisfaction and the overall patient experience, as patients respond better when they feel heard, understood, and valued. Additionally, patients can offer valuable insights and drive innovation in all aspects of healthcare. Embracing the patient perspective is essential for the future of healthcare.

How can comms professionals ensure that the patient voice is authentically represented and heard in the communications of pharma brands?

R.T.: Listening. Hearing the patient perspective, asking questions, showing genuine curiosity and looking to make sure that that experience is reflected, and addressed in communications is a powerful privilege that comms professionals have. I have been lucky in recent years to be invited to several patient advisory boards and have had the opportunity to hear directly from patient organisations and patients. Hearing their experiences and understanding this vast range of perspectives has been an honour. So many patients are eager to share their story and talk about their experiences in the interest of helping others. So simply showing interest, being curious, respectfully asking questions and really listening to the answers are the best way to ensure we step up to the plate as comms professionals, and authentically represent the patient voice.


V.M.: Our role as a communication agency is to ensure that messages are clear, empathetic, and tailored to both the audience’s needs and the client’s communication goals. We work closely with patients, caregivers, and patient organizations, providing them with various platforms to share their stories—from media interviews to participation in press events and audio/video podcasts published online and on social media. We aim to drive conversation and create discussions between patients and medical specialists, presenting both points of view and covering the problem from every aspect. Asking questions and actively listening to patients brings valuable insights that not only position the company as attentive to their needs but also ensure the voices of patients are authentically represented. We make this possible by tapping into various tools and tactics to reach patients across multiple channels, making their voices heard and their concerns addressed by professionals.

A.K.: Ensuring proper representation of the patient is not just a strategic imperative but a moral obligation, as integrating that perspective in our tactics can lead to enhanced patient trust and engagement, as well as better outcomes.
Establishing a direct channel for receiving patient feedback should be one of the first steps, as it is essential to capture diverse experiences and voices. Surveys, focus groups, and social media listening can all provide invaluable insights. Where possible, we should ensure that patients are involved in creating content and communication strategies so that the messaging resonates with them.
Another way is by bringing patient stories to the forefront of our campaigns. Opening channels for patients to tell their stories in their own words, highlighting their journeys and hardships, can bring authenticity and humanize the brands, fostering a deeper connection with audiences.

Why is it crucial to apply a more holistic multi-channel approach in today’s pharma communications landscape?

R.T.: People these days consume information in different settings, at different times, through different channels. Our ever-diminishing attention span, combined with the fact that we need to be exposed to information several times to remember it, are important factors. As is the fact that we like to consume different types of content across different channels, at different times. This means that a multi-channel approach is key to be able to respond to the different nuances of consumer behaviour and consumer preferences, and to ensure our communications is effective. Getting the content right is one thing but getting the message in front of the right person at the right time, in the right place is also a crucial part of the user journey and user experience.

V.M.: An integrated approach is key to a successful communication campaign, and pharmaceutical communication is no exception. However, communication in the pharmaceutical industry is highly regulated and requires specific actions, a careful tone of voice, and a deep understanding, as it addresses diverse audiences including patients, their relatives, medical specialists, and healthcare providers. A multi-channel communication strategy brings the right information through the best channels to the right audience, improving outcomes for everyone—from the patient and medical specialists to the pharmaceutical provider.
Our multi-channel approach includes not only creating engaging content for diverse platforms and leveraging various communication tools but also establishing partnerships with influencers, journalists, bloggers, as well as patient and professional organizations, which can deliver a personalized experience that resonates with our audience.

A.K.: There cannot be a one-size-fits-all approach, as the challenges and opportunities presented today in the pharma and healthcare industry are unprecedented.
A multi-channel approach allows for tailoring the messaging and channels to suit the unique preferences and needs of different audience segments. For example, while younger patients may prefer engaging through social media or apps, older patients might find email newsletters or printed material more user-friendly. Not all groups consume information in the same way, and customizing communications across multiple platforms ensures that each group receives relevant and accessible content, enhancing their comprehension of the care solutions provided by healthcare companies.
A multi-channel approach also allows us to expand our reach by broadening our audience and increasing the frequency and quality of engagement, fostering deeper connections and sustained attention.
Most importantly, it creates trust and credibility and allows us to remain agile and responsive. By embracing a multi-channel strategy, we can navigate the complexities of modern communication, delivering value and improving lives in a meaningful and sustainable way.