The BHBIA recognises the importance of attracting, developing and retaining the best and brightest people in healthcare Business Intelligence.  The Rising Stars Connect Group is our special interest group aimed at supporting the wealth of emerging talent we have within our membership. The group welcomes members with up to five years’ experience in healthcare business intelligence who would like to connect with and get to know, like-minded individuals in our industry.

Patient centricity in market research: Learn how to create research approaches that prioritise the needs and preferences of patients

Patient centricity is a cornerstone of high-quality healthcare market research. However, for early-career market researchers, incorporating patient perspectives into research design and delivery can raise practical questions about how to balance research objectives with patients’ experiences and needs.

As patient perspectives play a growing role in healthcare decision-making, market researchers are required to not only to capture patient insights but also to design studies that genuinely reflect patient priorities. Developing these skills can help you build confidence and deliver more impactful, patient-centred research.

In this session, we will explore:

• Moving from researcher-led to patient-informed market research – understanding how patient perspectives shape therapy design, clinical trials and the evidence needed for regulatory and HTA decisions.
• Seeing market research through the patient lens – understanding patient needs, motivations and real-world constraints, including how the patient journey shapes experiences and decisions.
• Designing patient-friendly market research – ensuring inclusive recruitment, flexible methodologies and clear, accessible language for participants.
• Where patients can add value across the market research lifecycle – identifying meaningful opportunities to involve patients and working constructively with patient advocacy organisations.
• Ethics, trust and market research responsibility – respecting patient time, protecting data and recognising the emotional impact that research participation can have.
• Impact on outcomes – how patient informed approaches can improve insight quality, relevance and decision making.
• Real-world market research examples – practical case studies showing what worked well, what did not and the lessons learned.

There will be dedicated time for Q&A and group discussion after the presentation.

.....................................................................................................................................................................................................

Speaker

This session will be delivered by Su Smith, Head of Strategic Solutions at Origins. 

Su has been working in healthcare communications for over 13 years, working closely with her clients to identify the needs of their audiences across a variety of therapy areas, and has delivered impactful programs to meet these needs. 

Since joining the Resonant Group in 2013, Su has been instrumental in shaping the business and realising the vision of a now award-winning, innovative patient ethnography approach that has become the foundation for Origins. 

Su now takes a strategic leadership role at Origins – a pioneering patient-focused specialist consultancy, ensuring that patient perspectives are a central consideration in all key strategic and business decision-making processes from the earliest stages of clinical development through to post-launch brand maturity. Su is known for her passion, strategic counsel, and problem-solving. 

.....................................................................................................................................................................................................

Online booking

BHBIA Rising Stars Connect Group meetings are free for members to attend. Click on the register for event button below.  Please note you must be logged in as a member to book online. If you belong to a BHBIA member company but don't yet have a log in please register now to join your company's membership.