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Effective Communications and Pharmacovigilance

Effective Communications and Pharmacovigilance. a presentation by Bruce Hugman Consultant to the Uppsala Monitoring Centre Pretoria September 2004.

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Effective Communications and Pharmacovigilance

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  1. Effective Communications and Pharmacovigilance a presentation by Bruce Hugman Consultant to the Uppsala Monitoring Centre Pretoria September 2004

  2. A true communication is a message which has been sent, with evidence that it has been received, understood and has prompted appropriate action Pretoria September 2004 mail@brucehugman.net

  3. Communication challenges! • The importance of ADRs • Reporting ADRs • Communicating information about benefit – harm and effectiveness – risk • Rational drug use • Communicating uncertainty • Involving patients Pretoria September 2004 mail@brucehugman.net

  4. Audiences • Media • General public • Regulators • Industry • Education • Politicians • …more Pretoria September 2004 mail@brucehugman.net

  5. Effective communication is a demanding specialism Pretoria September 2004 mail@brucehugman.net

  6. Principles of Effective Communications • Be clear about your purpose • Know your audience: empathy • Choose appropriate methods • Present message attractively • Make benefits clear • Repeat message • Seek feedback Pretoria September 2004 mail@brucehugman.net

  7. Pretoria September 2004 mail@brucehugman.net

  8. Changing beliefs, values, behaviour is very difficult Pretoria September 2004 mail@brucehugman.net

  9. What you do in pharmacovigilance is important for patient welfare and public health

  10. US hospital patients • 2,216,000 serious ADRs • 106,000 deaths from ADRs [Contested figures] Pretoria September 2004 mail@brucehugman.net

  11. Important work Important communications Pretoria September 2004 mail@brucehugman.net

  12. Pretoria September 2004 mail@brucehugman.net

  13. STOP! LISTEN! REMEMBER! ACT! Pretoria September 2004 mail@brucehugman.net

  14. Malaysian ADR poster Pretoria September 2004 mail@brucehugman.net

  15. Pretoria September 2004 mail@brucehugman.net

  16. Modern communications: • Good looking • Quick-reading Pretoria September 2004 mail@brucehugman.net

  17. Planning communications: • Today’s standards? • Simple, clear message? • Motivation • Skills and imagination Pretoria September 2004 mail@brucehugman.net

  18. Monitor, measure and evaluate effects Pretoria September 2004 mail@brucehugman.net

  19. Clear message An Effective Communication Received and understood Feedback Prompts change Pretoria September 2004 mail@brucehugman.net

  20. Pretoria September 2004 mail@brucehugman.net

  21. Pretoria September 2004 mail@brucehugman.net

  22. The heart of good communications is understanding your audiences and tailoring messages precisely to them

  23. Everyone is different Pretoria September 2004 mail@brucehugman.net

  24. Doctors are all differentNurses are all differentPatients are all different • Age • Gender • Education • Role • Location • Income • Lifestyle • ...more Market Segmentation Pretoria September 2004 mail@brucehugman.net

  25. Empathy What’s it like for them?

  26. Pretoria September 2004 mail@brucehugman.net

  27. Getting into or under their skin Pretoria September 2004 mail@brucehugman.net

  28. Start young Pretoria September 2004 mail@brucehugman.net

  29. Principles of Effective Communications • Be clear about your purpose • Know your audience: empathy • Choose appropriate methods • Present message attractively • Make benefits clear • Repeat message • Seek feedback Pretoria September 2004 mail@brucehugman.net

  30. Summary • Visibility and strength • The challenge of change • Targeting and feedback • Embracing modern standards and skills Pretoria September 2004 mail@brucehugman.net

  31. Thank you! Pretoria September 2004 mail@brucehugman.net

  32. Pretoria September 2004 mail@brucehugman.net

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