Effective Communications and Pharmacovigilance a presentation by Bruce Hugman Consultant to the...

Effective Effective Communications and Communications and PharmacovigilancePharmacovigilance

a presentationa presentationby by Bruce HugmanBruce HugmanConsultant to Consultant to thethe Uppsala Monitoring Centre Uppsala Monitoring CentrePretoriaPretoriaSeptember 2004September 2004

Pretoria September 2004Pretoria September [email protected]@brucehugman.net

A true communication is a A true communication is a message which has been message which has been sent, with evidence that it sent, with evidence that it has been received, has been received, understood and has understood and has prompted appropriate prompted appropriate actionaction


Communication Communication challenges!challenges!•The importance of ADRsThe importance of ADRs•Reporting ADRsReporting ADRs•Communicating information about Communicating information about

benefit – harm and effectiveness – benefit – harm and effectiveness – riskrisk

•Rational drug useRational drug use•Communicating uncertaintyCommunicating uncertainty• Involving patientsInvolving patients


AudiencesAudiences

• MediaMedia

• General publicGeneral public

• RegulatorsRegulators

• IndustryIndustry

• EducationEducation

• PoliticiansPoliticians

• ……moremore


Effective Effective communication is a communication is a demanding demanding specialismspecialism


Principles of Effective Principles of Effective CommunicationsCommunications

• Be clear about your purposeBe clear about your purpose

• Know your audience: empathyKnow your audience: empathy

• Choose appropriate methodsChoose appropriate methods

• Present message attractivelyPresent message attractively

• Make benefits clearMake benefits clear

• Repeat messageRepeat message

• Seek feedbackSeek feedback


Changing beliefs, Changing beliefs, values, behaviour is values, behaviour is very difficultvery difficult

What you do in What you do in pharmacovigilancpharmacovigilance is important for e is important for patient welfare patient welfare

and public healthand public health


•2,216,0002,216,000 serious ADRs serious ADRs

•106,000106,000 deaths from ADRs deaths from ADRs

[Contested figures][Contested figures]

US hospital patientsUS hospital patients


Important Important work work

Important Important communicationscommunications


STOP!LISTEN!

REMEMBER!ACT!


Malaysian Malaysian ADR ADR posterposter


Modern communicationsModern communications::

•Good lookingGood looking

•Quick-readingQuick-reading


Planning Planning communications:communications:

• Today’s standards?Today’s standards?

• Simple, clear message?Simple, clear message?

• MotivationMotivation

• Skills and imaginationSkills and imagination


Monitor, measure and Monitor, measure and evaluate effectsevaluate effects


An Effective An Effective CommunicationCommunication

Feedback Feedback

Prompts change Prompts change

Received Received

andand

understoodunderstood

Clear messageClear message

The heart of good The heart of good communications is communications is understanding your understanding your

audiences and tailoring audiences and tailoring messages precisely to messages precisely to

themthem


Everyone is differentEveryone is different


Doctors are all Doctors are all differentdifferentNurses are all differentNurses are all differentPatients are all Patients are all differentdifferent

• Age

• Gender

• Education

• Role

• Location

• Income

• Lifestyle

• ...more

Market Segmentation

EmpathyEmpathyWhat’s it like for them?What’s it like for them?


Getting into or under their skin


Start Start youngyoung


Principles of Effective Principles of Effective CommunicationsCommunications

• Be clear about your purposeBe clear about your purpose

• Know your audience: empathyKnow your audience: empathy

• Choose appropriate methodsChoose appropriate methods

• Present message attractivelyPresent message attractively

• Make benefits clearMake benefits clear

• Repeat messageRepeat message

• Seek feedbackSeek feedback


SummarySummary

•Visibility and strengthVisibility and strength

•The challenge of changeThe challenge of change

•Targeting and feedbackTargeting and feedback

•Embracing modern Embracing modern standards and skillsstandards and skills

Effective Communications and Pharmacovigilance a presentation by Bruce Hugman Consultant to the...

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