1. Effective Communications and Pharmacovigilance a presentation by Bruce Hugman Consultant to the Uppsala Monitoring Centre Pretoria September 2004

2. Pretoria September 2004 mail@brucehugman.net A true communication is a message which has been sent, with evidence that it has been received, understood and has prompted appropriate action

3. Pretoria September 2004 mail@brucehugman.net Communication challenges! The importance of ADRs The importance of ADRs Reporting ADRs Reporting ADRs Communicating information about benefit – harm and effectiveness – risk Communicating information about benefit – harm and effectiveness – risk Rational drug use Rational drug use Communicating uncertainty Communicating uncertainty Involving patients Involving patients

4. Pretoria September 2004 mail@brucehugman.net Audiences Media Media General public General public Regulators Regulators Industry Industry Education Education Politicians Politicians …more …more

5. Pretoria September 2004 mail@brucehugman.net Effective communication is a demanding specialism

6. Pretoria September 2004 mail@brucehugman.net Principles of Effective Communications Be clear about your purpose Be clear about your purpose Know your audience: empathy Know your audience: empathy Choose appropriate methods Choose appropriate methods Present message attractively Present message attractively Make benefits clear Make benefits clear Repeat message Repeat message Seek feedback Seek feedback

7. Pretoria September 2004 mail@brucehugman.net

8. Pretoria September 2004 mail@brucehugman.net Changing beliefs, values, behaviour is very difficult

9. What you do in pharmacovigilance is important for patient welfare and public health

10. Pretoria September 2004 mail@brucehugman.net 2,216,000 serious ADRs 2,216,000 serious ADRs 106,000 deaths from ADRs 106,000 deaths from ADRs [Contested figures] US hospital patients

11. Pretoria September 2004 mail@brucehugman.net Important work Important communications

12. Pretoria September 2004 mail@brucehugman.net

13. Pretoria September 2004 mail@brucehugman.net STOP! LISTEN! REMEMBER! ACT!

14. Pretoria September 2004 mail@brucehugman.net Malaysian ADR poster

15. Pretoria September 2004 mail@brucehugman.net

16. Pretoria September 2004 mail@brucehugman.net Modern communications: Good looking Good looking Quick-reading Quick-reading

17. Pretoria September 2004 mail@brucehugman.net Planning communications: Today’s standards? Today’s standards? Simple, clear message? Simple, clear message? Motivation Motivation Skills and imagination Skills and imagination

18. Pretoria September 2004 mail@brucehugman.net Monitor, measure and evaluate effects

19. Pretoria September 2004 mail@brucehugman.net An Effective Communication Feedback Prompts change Receivedandunderstood Clear message

20. Pretoria September 2004 mail@brucehugman.net

21. Pretoria September 2004 mail@brucehugman.net

22. The heart of good communications is understanding your audiences and tailoring messages precisely to them

23. Pretoria September 2004 mail@brucehugman.net Everyone is different

24. Pretoria September 2004 mail@brucehugman.net Doctors are all different Nurses are all different Patients are all different Age Gender Education Role Location Income Lifestyle...more Market Segmentation

25. Empathy What’s it like for them?

26. Pretoria September 2004 mail@brucehugman.net

27. Pretoria September 2004 mail@brucehugman.net Getting into or under their skin

28. Pretoria September 2004 mail@brucehugman.net Start young

29. Pretoria September 2004 mail@brucehugman.net Principles of Effective Communications Be clear about your purpose Be clear about your purpose Know your audience: empathy Know your audience: empathy Choose appropriate methods Choose appropriate methods Present message attractively Present message attractively Make benefits clear Make benefits clear Repeat message Repeat message Seek feedback Seek feedback

30. Pretoria September 2004 mail@brucehugman.net Summary Visibility and strength Visibility and strength The challenge of change The challenge of change Targeting and feedback Targeting and feedback Embracing modern standards and skills Embracing modern standards and skills

31. Pretoria September 2004 mail@brucehugman.net

32. Pretoria September 2004 mail@brucehugman.net