More robust communication strategies are necessary to help seal the divide between clinical data and practice, Complete HealthVizion Senior Client Service Director Angela Ward writes in an article published on pharmaphorum.
“Clinical data is fundamental to clinicians’ medical education and clinical practice, and should be the starting point for evidence-based improvements in how patients are treated,” she writes.
Ward says a better understanding of patients can play a key role in creating more effective communication strategies, adding that a storytelling approach could help facilitate those efforts.
“Stories help us relate, they allow us to empathise and enable our brains to process information in a form that is more digestible and memorable,” Ward writes. “Stories can also provide the connections between simple facts. Research shows that when data are embedded in a story, it is more effectively emotionalised and metabolised by the listener — and it becomes more actionable.”