THE PATIENT AS A PERSON – understanding patient psychology & drivers
Programme
Introduction
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Key issues in patient research design
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Ethics and adverse event reporting in patient research
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Recruitment approaches and research methodologies
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Working with patient organisations
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Researching ultra-orphan diseases
Researching patient psychology: Jon Freeman and Ian Crouchley
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Researching the HCP/patient interaction
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Researching emotional drivers that impact on patient engagement
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Patient engagement; health locus of control and self-determination theory
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System 1 vs System 2 Thinking
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Monitoring and blunting styles, Enclothed cognition, Positive Contagion
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Loss-framed messages vs Gain-framed messages
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Case histories:
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Applying behavioural economics in patient research: behavioural audit: priming,
nudging, choice architecture, loss aversion, immediate gratification bias
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Researching patient compliance initiatives
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Comparing HCP with patient perspectives
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Motivational segmentation among patients
Exploring patient psychology and motivations - Dr Simon Moore
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Learnings from health psychology
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Behavioural economics in patient research
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Customer Journey Mapping
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Case histories:
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Asthma: enhancing online communication to patients
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Diabetes: understanding motivations and engagement
Patient engagement through passive or active listening? - Robert Dossin
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Differentiate between active and passive online methods, e.g. social media netnography,
multimedia ethnography and online market research communities
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Using various contemporary online methods to facilitate insight generation, enhance brand
understanding, spark ideation, and determine marketing activation impact with patients
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Case histories:
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MRS Health award 2013 finalist case: Dealing with busy Teens: ‘PKU and you’, how
understanding patients with a rare metabolic disorder helped Nutricia Advanced Medical
Nutrion to engage with young teens using an online market research community

Merck Serono wanted to improve their understanding of their patient’s lifestyle &
behaviour in hypertension. A combination of individual blog and online community
methods, and crowd interpretation also using GPs and carers to provide a 360 degree
perspective
Robert will also use an interactive quiz format to introduce the new concepts and let you decide how to
listen and engage best with patients.
Using ethnography to explore patient psychology: Nick Leon
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Getting close to people, their lives and beliefs
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Using film from ethnographies with patients to explore what they feel, what they do and why they
do it
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Case histories:
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Living with bipolar and schizophrenia
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Young homeless people’s attitudes to health and well being
Panel Discussion and Close