1. Patients voice set to grow
Luigi Mazzei
Country & Market Access Manager, Italy
Michael George
Communication Director, EMEACLA
(with Miyoshi Asaoka
Director, THV, Marketing Development, Japan)

2. Overcoming the barriers to patient access
Non-chronic disease
Poor disease awareness
Ageing population
No patient advocacy

3. Primary objectives and targets
Patients, “Advocacy” and online community
Spread knowledge and raise awareness
Facilitate early diagnosis and increase recognition of the pathology
Provide a clear and effective treatment for all
Right treatment, right patient at right time.
Improve patients’ quality of life.
Policy makers and political stakeholders
Trade and consumer media

4. Cuore Italia – How we did it?
Support Kick-off EW
Media Partner
Cuore Italia
Heart Valve Voice
Steering Committee
Scientific Board
Action Plan
Senior Italia
IMPLEMENT
ADVICE
CREATE
Select the partners
Support creation of a fast-deployment organization
Leverage from existing capillary advocacy
Impact fast
Establish independent trust
Provide Scientific sound
Agree on a plan

5. Cuore Italia early results
4.575 likes
2.500 in the first 2 months of activity
Per le timelines io userei un diagramma di Gantt o una linea del tempo per il periodo (medio termine).
1 Press conference
2 National events
2 Regional events

6. Open issues
European Vision
Transparency
Science
Independency
Funding

7. Patient Advocacy Pieces
Accurate Information about heart valve diseases
Infrastructure of activities
Vehicles of information
People in need of right information at right time
Symptoms
Diagnosis
Treatment
Policy/ Health system
Physician groups
Patient-physician groups
Patient groups
Mass media
Social media
Public events
Public interest groups
Patients and families without right diagnosis or treatments
Potential patients
Considering to convey accurate information about heart valve disease to the people in need at right time, we need to expand the pool of players at each phase.
In Italy, Cuore Italia broadened the band of “infrastructure of patient advocacy” by filling a previously missing part as patient-physician group.
In Japan, Japan Heart Foundation has a potential to play the role. The non-profit organization founded by a physician group has provided the online counseling service for a long time. It may be able to strengthen its connection with patients by enhancing its online counseling service.
At the next piece, the band of “Vehicles”, Italian team partners with “Senior Italia”, a strong public interest group aiming to protect rights and to improve the quality of life of senior people. We don’t have such a strong public interest groups for seniors in Japan. Instead, “Japan Federation of Senior Citizen’s Clubs” may become a hub to deliver the information to about 103,000 local senior club.
While specific situation in each market could be different, a framework of patient advocacy conveyer may be applied to any environment.