Shifts of scientific focus are nothing new. Perhaps the greatest example was when, in the 17th century, Galileo revolutionised the way people saw the universe by asserting that it was in fact the Sun, not the Earth, that existed at the centre of the solar system. And although clinical trials and cosmology are not instantly comparable, both depend on fresh perspectives and a correctly identified crux. So, by bringing the patient – not the science – to the heart of clinical trial communications, we have the potential to improve the rocky road to successful clinical research.

Lost voices

The voice of the consumer has always been central to the best creative healthcare campaigns. But while the rise of patient-centricity in pharma has been around for years, within the niche of clinical trial communications to healthcare professionals (HCPs), the typical focus remains on the science, clinical data and evidence.

“It sounds obvious, but it’s good to be reminded that like patients, HCPs are humans too,” says Creative Director in Clinical Trial Experience (CTE) at Langland, Victoria McGee, “and humans respond to narratives, not numbers. We’re a storytelling species at the core. Of course, while data should be the foundation stone that underpins all we do, it’s difficult to empathise with a P value. But when you unpack the statistics to reveal the individuals at their heart, those same numbers gain much more meaning.”

Historically, clinical trial investigator meetings (IMs) have focussed on traditional information transfer rather than embracing more collaborative or case study-based techniques that are now mainstream in wider HCP engagement activities.  

The problem with this traditional approach is that patient insights and the true burden of the disease can’t cut through. Instead, the patient’s voice is blanketed by dense scientific content and detailed protocol information. The potential lack of human connection in IMs can, in turn, lead to a lack of empathy and engagement, creating a disconnect between the sponsor’s goals (a new, approved treatment) and the clinical trial’s requirements to be successful (participant uptake with minimal drop out). The end result? Potential delays in the completion of clinical trials, which can cost around £7 million a day in lost revenue — a huge thorn in the side of big pharma.

The challenge

At Langland, we pride ourselves on seeking fresh perspectives and thinking further. So, in 2021, when a client approached us with a complex brief, we saw an opportunity to create something innovative within the field.

We were asked to design and deliver an IM for HCPs involved in a new clinical trial. So far, so good. But throw in the fact that this is a first-in-human trial with a niche eligible population, facing a healthy hesitancy from both participants and investigators…well, we knew we had a hefty challenge on our hands. How to build trust, excitement and momentum that could trickle down to potential participants and trigger recruitment? We needed to innovate. We needed to reinvent. We needed to connect with investigators to establish unparalleled levels of commitment to the challenge ahead.

Where did we start?

Our approach was not a radical, methodological reconstruction. It was a simple shift of focus. As highlighted in the previous issue of this journal: “…the quality of innovation is linked to the quality of the creativity, which in turn is linked to the quality of insight.” Uniting patient insight with the power of creative storytelling was a streamlined strategy – one that put the patient first, and one that we used as our crux. Paul Smith, a Business Storytelling Coach writes: “Experience is the best teacher. A compelling story is a close second”. Listening to the stories that patients share with us, and positioning these insights front and centre is the linchpin of our CTE work. So, we reflected on successful recent work that showcased patient stories.  

On International Clinical Trials Day last year, we spoke to participants in two neurology trials. One of these was a pioneering and ambitious trial in Parkinson’s disease. It involved implanting ‘plumbing’ directly into patients’ brains. But instead of zooming into the science or the study team’s objectives, we focussed squarely on the experience of the participant. “Don’t recruit people as patients. Work with people as if you’re recruiting them to a research team, so they feel empowered and professional,” said one of the participants we interviewed. Simply by listening to patients, we gained raw, emotional and engaging content for our treasure chest of insights.

What did we do?

The word ‘innovate’ stems from the Latin verb innovare which translates to ‘renew.’ And that’s what we did. We created an experience for HCPs, not just an event. Like a golden thread running through the science, we wove patient insights from patient panels, online blogs and interviews into the IM – their thoughts, fears and hopes for clinical research. We then created an engaging story-arc around the patient journey at each stage of a clinical trial, complemented by a series of avatars – each one representative of a different person who could be eligible for the trial, depicting their needs in terms of information and support from the first conversation to trial completion. The IM was structured with a mixture of formats to maintain energy and engagement. We had keynote presentations and group discussions to facilitate intimate deep-dives and informal conversations. In short, we pulled back that dense blanket and let patient insights sing.

The result

This journal aims to shine a light on innovation and creativity in healthcare communications. And while we might be tempted to keep our trade secrets to ourselves, we know that by sharing best practice we can help improve healthcare for everyone. The IM that we created was a huge success. And not just from our perspective. Feedback via post-event surveys indicated that 100% of respondents understood the recent protocol updates and felt confident in implementing these in their clinics and 90% agreed that they have the tools and resources needed to recruit potential participants.

Innovation isn’t just about doing something spectacular and wildly different (although of course it can be). It’s also about doing something nuanced. Shifting the focus, turning things back to front or being experimental. In the words of Thomas Smith, “Innovation is any change, big or small that makes a difference”. And putting patient insights and their story first in clinical trial communications is a perfect example of small creative thinking that has a huge impact.

References

1. Smith, P. 2012. Lead with a Story. American Management Association, New York.
2. Smith, T. 2013. Journey in Leather. CreateSpace Publishing.

‍Originally published in Innovation Uncovered on 11 January 2023.