The healthcare sector has been revolutionized in terms of patient relationships which are motivated by the awareness and prominence of these in their own heath. However, associations and patients who are not associated claim to have higher integration and active listening to identify their real needs, as well as innovative solutions that go beyond therapeutic needs and associated conditions covering the remaining quality of life.
This has been one of the aspects that was debated in the meeting “The new era of the patient, are we prepared?” organized by ATREVIA, which participated companies from the sector and held the participation of speakers like Antonio Bernal, president of the National Federation of the Sick and Liver Transplants; Víctor Rodríguez, cofounder and vice-president of Más que Ideas Foundation; and Paula León, Nodramapausia blogger, not associated patient under treatment for cancer and one of the new profiles that have been integrated into the new era of the patient.
The relationship between the pharmaceutical industry and the patients is conditioned by the legal barriers that make it difficult in many cases for information to be clear and first hand. They have created networks in the offline and online environments in which the wealth of information flows, promoted by interconnected and well-informed patients, where it is difficult to differentiate accurate information.
In this sense, a great part of information that is circulated generates false expectations about therapies, new treatments and provokes unease among patients themselves. The challenge consists in establishing direct communication channels between industry and patients that contribute to the diffusion of useful information. This also raises awareness and eliminates social stigmas as well as integrating the doctor and the rest of health agents.
Bidirectional communication and active listening helps patients feel part of a project and encourage recommendations and participation in clinical studies. In this sense, social networks play an essential role and they are brave channel to initiate projects which is a bridge for collaboration.
At the same time, it is important to track initiatives that are put in place and are not left in the short term to assure the projection and measurement of results.
A new paradigm in the relationship with the patient should promote volunteerism, essential for development as well as psychological support to contribute to general wellbeing. In this way, the patient will be really placed at the centre of the system.
