Celebrating comms excellence

The role of the patient in shaping healthcare is more critical than ever. With artificial intelligence and the democratisation of data giving individuals greater access to health insights, patients are increasingly empowered to take control of their care. Yet, while many organisations claim to be patient-centric, how many truly embed the patient voice beyond marketing narratives?

Patients as experts in their own health: patients live with their conditions every day, managing symptoms and navigating healthcare systems. Yet, their insights often remain untapped. NHS frameworks, such as Patient and Public Involvement, have demonstrated the value of integrating patient perspectives into research and service design. Embedding these voices in decision-making ensures healthcare solutions fit real lives, not just clinical frameworks.

Beyond listening – empowering action:
co-creation should be the gold standard in healthcare design. When patients shape clinical trials, policy decisions and communications, outcomes improve. Shared decision-making studies show higher adherence rates and greater patient satisfaction. This is not just about consultation – it’s about ensuring patient voices have influence.

Technology as an equaliser: digital health tools – such as patient portals and mobile health apps – offer opportunities to bridge communication gaps. However, these innovations must be developed with diverse patient input to prevent widening inequalities.

Pharma companies leading the way – but more to do: some pharmaceutical companies are making strides by integrating patient engagement early in their research and development processes, ensuring lived experiences inform drug development. The NHS’ Integrated Care Systems also demonstrate how patient involvement shapes service delivery. However, while progress is being made, more must be done to embed patient engagement across healthcare, making it fundamental rather than an add-on.

Embedding health equity into patient-centred care: meaningful patient engagement also means tackling health inequalities. By involving diverse patient voices in policy discussions, clinical trials and innovation, we can create more inclusive solutions that work for everyone.

The challenge now is not just to listen but to act. Prioritising the patient voice, in practice and not just in company narratives, isn’t just a moral imperative – it’s essential for better outcomes and adherence.

Tamara Ghanem is Senior Director at Edelman