Finalist
Shifting the System: Embedding Patient Advocacy, Enhancing R&D
Summary of work
Johnson & Johnson (J&J) established the new Patient Advocacy & External Engagement (PA&EE) team to embed the patient voice earlier and more consistently across its global R&D organisation. In the past, patient insights were applied inconsistently, creating avoidable inefficiencies in trial design and decision-making. Without systemic change, patient advocacy would not be truly embedded in core governance.
Grounded in employee research, we built a multi-year behaviour-change programme to shift mindsets, strengthen tools and standardise operating models at scale. We created an integrated ecosystem: a patient-centric Viva Engage community; monthly live training and a certified learning pathway; quarterly leadership calls; executive champions to promote adoption; and high-visibility ‘J&J news’ articles. Two SharePoint hubs centralised all key resources – PA&EE and training, averaging 5,000 and 3,500 views per quarter respectively, while J&J news articles generated more than 1,100 views.
Impact is measurable. 91% of participants intend to apply learnings in role; 97% report increased understanding; 100% would recommend the training sessions. Patient advocacy is shifting from optional consultation to structured, repeatable practice embedded in R&D decision-making – at an industry-leading standard.
Judges’ comments
This entry from Inizia Evoke Communications and J&J was a robust, well-structured programme, which addressed the critical need for embedded patient advocacy. It featured a strong implementation plan and excellent, quantifiable out-take metrics. It was an insight driven and thorough thoughtful programme to drive change. It had wrap around comms to training elements that changed how a team functions and embdeded new practices. Repositioning PA&EE as an enterprise capability was a smart, bold idea and the EUPATI certification partnership adds external credibility. Good clear objectives and a logical phased delivery.
