“Patient-centric” may be a buzzword today but we were already thinking about it back in the 90s.
In our industry, we hear the phrase “patient-centric” every day, whether in our news feeds, PR/trade journals or directly from our clients. Back in 1996, that word may not have been in our vocabulary but, at CCA, the idea of such an approach certainly was. Bayer was trying to rebuild their relationship with the hemophilia community and we knew that the patient and his/her needs should be at the core of any forward-looking approach. Raising a child with a genetic disorder “like hemophilia” is a significant challenge that impacts the entire family. We wanted to focus our efforts on the needs and wants of this particular patient population. CCA and Bayer developed a support program that addressed the unique family needs parents face when raising a child with a bleeding disorder. We partnered with two social workers from Michigan to develop a national hands-on, peer-to-peer program designed to promote effective parenting skills for individuals raising children with hemophilia and to educate and support them through classroom discussions and exercises. Bayer supported the program through an unrestricted educational grant and CCA worked with the social workers to modify program content, devise logistical procedures and develop materials that would ensure the success of it all. In just a few years, more than 100 programs were implemented nationwide – which meant many patients and families were touched by its efforts. This early shift, from an emphasis on products and brands toward patients instead, made all the difference for this client.
Using Measurement to Demonstrate Engagement