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BHBIA Improving health care by understanding patient sentiment & preference

via Zoom
Thursday 20 October 2022, 12.30-1.30pm

Webinar recording now available 

Full BHBIA members only - you will need to log in to access it - once logged in, the link and password will appear on the page below this text.

It has long been known that if healthcare providers obtain an understanding of patients’ preferences relating to their care & treatment, then better decisions can be made, leading to better outcomes. 

But how can the pharma industry better understand patient sentiment and preferences, and why would they want to? 

This training session aims to explore the impact that understanding patients’ emotions and preferences can have on products at any stage of the lifecycle, and how pharma companies can benefit. It will also highlight the changing nature of patients’ preferences and discuss the various ways in which agencies can better understand patient sentiment and preference.


The session will be run for us by Origins Insights.

We are very grateful to the team for sharing their time and expertise for the benefit of BHBIA members.

As Director of Origins Insights, Su leads a dedicated team of researchers and project managers who are determined to redefine the success of their clients through a better understanding of the authentic experience of patients, carers and healthcare professionals. Su is determined that every project delivered by Origins leads to actionable change.

Pursuing her passion for medical understanding, Su gained a BSc in Pharmacology before embarking on a successful career in medical communications. She was known for her strategic thinking, expert relationship development and project delivery, particularly excelling in brand planning and conference execution.

Following 15 years in medical communications, Su has helped to pioneer the patient-focused insights offering that Origins delivers. Origins brings the voice and needs of the patient and their support team to the heart of tactical co-creation and delivery, understanding the strategic implications of their ecosystem and through their award-winning unparalleled ethnography methodologies.

Sheetal has worked in healthcare market research for over 15 years; she has experience working in a wide variety of therapy areas, utilising qualitative and quantitative methodologies, and interviewing all stakeholder types – including payers, HCPs, and patients. 

In recent years, Sheetal has focused on patient-centric research; she has a keen interest in behaviour science, and a passion for understanding the authentic patient and caregiver experience. Sheetal particularly enjoys helping clients to turn patient insights into actionable results that make a difference to both their brand, and to patients' lives.

Online booking:

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