From insight to impact: strengthening stakeholder engagement across the patient journey

Claire Paling | Vice President, Patient Engagement, PR & Communications, Precision AQ

Today the patient journey is no longer a linear path, but is instead a dynamic, multifaceted experience shaped by lived realities, evolving needs and the voices of those navigating it. As organisations strive to improve engagement along this journey, the challenge lies not only in listening to patients, but in embedding their insights meaningfully across every touchpoint.

Since 2023, Precision AQ has published the Good Patient Partnership Guide (GPPG), an annual listening exercise and thought-leadership initiative that brings together patient groups, independent advocates and industry leaders to explore trends, challenges and best practices in patient engagement. Each edition offers practical insights and tangible recommendations for embedding patient voices through all stages of medical treatment development, access and use.

The GPPG is more than a publication – it’s a movement towards truly patient-centric and accessible healthcare. It aims to inspire meaningful dialogue and progress, ensuring that those with lived experience are not just heard, but valued as equal partners in shaping their care.

The case for co-creation: moving beyond tokenism

One of the most consistent themes across GPPG editions is the need to move from piecemeal involvement of patients to genuine co-creation. Too often, input is sought after materials are drafted or strategies defined – a retrofitting approach that limits the impact of insights and risks reducing engagement to a tick-box exercise.

Instead, organisations must open the lines of communication early. Co-creation from the outset ensures that lived experience informs every stage, from clinical trial design through to support and educational resources following product commercialisation.

Breaking down silos: cross-functional collaboration

Stakeholder engagement must extend beyond patient advocacy teams. The 2024 GPPG revealed that risk aversion – particularly within commercial teams – often limits access to patient insights. This hesitancy stems from compliance concerns and a belief that engagement with healthcare professionals can provide sufficient understanding of the patient journey. Yet only patients can truly articulate their experiences. Cross-functional collaboration between market access, research and development, medical affairs, and marketing can unlock synergies and foster a shared commitment to patient centricity.

Simplifying processes: a practical barrier to engagement

Complex contracting processes, opaque timelines and rigid templates continue to hinder effective partnerships and create challenges for resource-poor, independent patient advocates and smaller patient advocacy organisations. GPPG contributors are calling for tailored, simplified agreements and clearer communication around expectations and payment terms. Streamlining processes is not just an operational fix, it’s a signal of respect that acknowledges the time, expertise and emotional labour partners bring to the table.

Funding models: aligning intent with practice

Financial support remains a critical enabler of sustained engagement. Yet, funding can be short term, project based and tied to product life cycles, which creates instability for patient organisations and undermines long-term collaboration. The Guides propose alternative models: multi-year funding plans, European government-held funds and profit allocation for patient education – approaches reflecting a deeper commitment that values patient partnerships beyond commercial imperatives.

Health literacy: a bridge to better engagement

The 2025 GPPG introduces health literacy as a cornerstone of effective stakeholder engagement. Accessible, culturally sensitive and co-created materials empower patients to make informed decisions and participate meaningfully in their care. This is especially vital for underrepresented groups and those facing barriers to information access.

Best practices include short-form content, multimedia formats and AI-driven personalisation. But the message is clear; technology must serve the patient experience, not overshadow it.

A call to action

Improving engagement across the patient journey demands more than good intentions – it requires structural change, cultural humility and a willingness to challenge the status quo.

The GPPG offers a suggested roadmap, but it’s up to each organisation to walk it, by:

• Co-creating from the outset
• Breaking down internal silos
• Simplifying engagement processes
• Rethinking funding models
• Embedding health literacy as standard.

In doing so, we move closer to a healthcare system where every stakeholder, especially the patient, is heard, valued, empowered.

Precision AQ: partnering for impact

At Precision AQ, we help organisations embed the patient voice and lived experience across the entire healthcare journey. Our core patient engagement services include:

• Advocacy insights and analysis
• Journey mapping
• Partnership strategy planning
• Education & support programme planning & implementation
• Clinical trial-specific engagement. Inclusive, scientifically robust and accessible information is key to empowering patients and improving outcomes. Our work is grounded in collaboration with those with lived experience and driven by a commitment to making patient centricity the norm, not the exception.
  
  

Find out more at www.goodpatientpartnerships.com or www.precisionaq.com/en-gb/patient-engagement or get in touch at mh.patientsupport@precisionaq.com