When it comes to producing patient information – or any communication for service users and the public – an ‘us’ versus ‘them’ approach just doesn’t cut it. Communication needs to be person to person, not top down. It shouldn’t be hard. After all, each of us is a patient at some point in our lives.
(For similar reasons I have a bit of a knee-jerk reaction to the term ‘patient education’. Sure, setting out clear, accurate facts is very helpful. But the idea of ‘educating’ someone who’s already experiencing a condition in the context of their own life, values, priorities and experiences feels rather paternalistic.)
What the opposite can look like
My latest project shows what the opposite can look like: two clinicians, three patients, a cameraman and myself; each member playing a crucial and equally important role in the process.
The clinical team set the objectives (to tackle low attendance rates for sight-preserving surgery). That’s why they commissioned the film, after all. I guided the group through the process. But the patients’ views and experiences were the starting point for the script and indeed the whole creative concept. (The film is in development… watch this space…)
This experience has reminded me why coproduction with patients is so important when developing patient information:
1️⃣ We can avoid making assumptions and instead focus on the messages that will really make a difference to people.
2️⃣ We can make sure content is tailored and relevant. When patients help shape health information, there’s a better chance it’s relevant, accessible and authentic.
3️⃣ We can break down the traditional hierarchies between healthcare providers and patients. Patients become partners in developing content, advising on what stays and what goes.
4️⃣ We can enhance health literacy: we stand a better chance of presenting information in a way that will actually make sense to, and resonate with, the audience.
5️⃣ We can prioritise health and wellbeing through the entire process of developing patient information – not just in the output. If our ultimate aim is to improve people’s health and wellbeing, let’s not subject people to a process that leaves them feeling uncomfortable, exposed or rushed.
Even where budgets are tight, there’s always something we can do to make sure people’s voices are heard. (If you get stuck, give me a shout.) And if you have tips for producing patient information, I’d love to hear them. There’s definitely no formula for this and I’m learning all the time.