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Talking Haematology: Supporting effective patient communications

by Porter Novelli for Roche

Summary of work

Talking Haematology is a CPD-accredited e-learning resource for healthcare professionals (HCPs) in haematology – designed to support effective patient communication. Why? Extensive research and feedback from HCPs, patients and patient advocacy groups highlighted stark discrepancies in the experiences of haematological cancer patients during their treatment journey – with many feeling afraid, confused or even angry after consultations about their care. We worked with seven of the UK’s leading HCPs in haematology to develop the resource, which featured best-practice, case-study- based video modules to address some of the key communications barriers involved in the treatment and management of patients. Since launching the resource, we’ve achieved more than 140 registrations, including from some of the most influential haematology (and wider oncology) patient advocacy groups.

Judges’ comments

We loved the way this campaign made use of varied media and also the way key opinion leaders views were harnessed so intelligently. We also liked its bravery in its improvised elements and the way clients’ needs were identified – particularly important as haematologists are often overlooked.