Patient-centricity is an individualistic approach. But, in real life, individual behavior is strongly influenced by context. By highlighting the social influences that impact patient behavior, we can identify forces that directly conflict with the behavior we want to promote. We can differentiate between those forces we may be able to change and those we cannot. As brands, our role and commitment is really helping support possible change: How do we help people act on the health decisions they’ve made for themselves? How do we empower them be more resilient to try and try again?
Our philosophy is based on behavioral science and a two-year ethnographic study where we followed 30 families to understand how they lived and dealt with acute and chronic medical issues from diabetes and mental illness, to infertility and cancer. The result: A new perspective on the kinds of support people really need and a firm belief that, as an industry, we need to shift from individual, patient-centric support to wider, more social-centric change.
-
A CREATIVE'S TOP 5 GUIDE TO INSPIRE MORE SOCIAL-CENTRIC WORK
With a room full of world-class creatives at Cannes, we explored the hallmarks of social-centric programs and how good creative must work within each person’s social system.
Read Article -
ADVANCING BEYOND PATIENT CENTRICITY: IDENTIFYING THE REAL-LIFE INFLUENCES OF HEALTH BEHAVIOR USING A SOCIAL-CENTRIC APPROACH
The pharmaceutical industry recognizes that consumer behavior is a key to both better individual health outcomes and greater business success, and has created a wide range of programs to engage and support patients who are taking prescribed medication.
Read Article -
Social Centricity: Beyond Patient Centricity
Live From Lions Health: In healthcare, we talk a lot about adherence. But, as brands, our role is really helping support change: How do we help people act on the health decisions they’ve made for themselves? inVentiv Health spent 2 years with 30 families to find out.
Read Blog -
SOCIAL-CENTRICITY IN ONCOLOGY: UNDERSTANDING THE CIRCLES OF INFLUENCE FOR THOSE LIVING WITH CANCER
We believe that in order to enhance patient engagement and improve outcomes, the industry needs to move beyond the standard patient-centric approach that focuses on individual knowledge and motivation.
Read Article
KATHLEEN STARR, PH. D.
Managing Director, Behavioral Insights
Kathleen has more than 15 years of experience in the life science industry translating behavioral insight into commercial strategy. Leveraging research and clinical expertise in human perception, decision-making, and science of behavior, she provides evidence-based frameworks to build engaging patient experiences that will drive sustainable behavior change. As a health psychologist, Kathleen is passionate about improving the patient experience and leveraging the psychology of behavior to create patient-centered solutions. Kathleen holds a doctorate in Clinical Health Psychology from the University of Miami and completed a post-doctorate fellowship at Duke University Medical Center.
