The value of patient experience to gain insight – why talking to healthcare professionals isn’t enough

In healthcare communications, it’s easy to default to the voices of healthcare professionals. They are accessible, authoritative, and often eager to share their views. But when it comes to understanding the full picture of care delivery, relying solely on the professionals is not enough.

At ZPB, we have seen time and again that the most valuable insights come from patients themselves. Their experiences, frustrations, and triumphs offer a perspective that healthcare professionals cannot fully articulate. Insights enrich strategy and can have the power to change outcomes.

Research with patients uncovered new insights

In a recent project focused on care for an infectious disease, it was only by engaging directly with the target patient audience, that we uncovered the real drivers and barriers to the uptake of innovative health services. While healthcare professionals provide valuable perspectives on clinical pathways and operational barriers, they were unable to identify more nuanced insights that were of equal importance to patients and even overstated the impact of other factors. This included not identifying the need for wrap-around support factors outside of traditional care, such as accessibility to telehealth services which patients deemed essential to avoid potential perceived stigma from their GP. Additionally, whilst affordability was stated as a key barrier by professionals, patients highlighted that pricing may not be as big of a barrier as initially indicated within our clients target audience.

This reinforced that patient voices are not just a “nice to have” - they are essential for designing services that truly meet the needs of those they are intended for. By listening beyond the clinic, we were able to recommend practical, patient-centred solutions, ensuring that strategy is shaped by those who stand to benefit most.

Qual and quant research techniques

At ZPB, we use a blend of qualitative and quantitative methods to ensure patient perspectives are at the heart of our work. Quantitative surveys allow us to capture broad trends and measure the prevalence of attitudes or experiences across large groups. Qualitative interviews and focus groups, provide the depth and nuance needed to understand the “why” behind the numbers, surfacing stories, motivations, and unmet needs that data alone cannot reveal.

Patient videos to tell stories

One of the most powerful ways we are bringing the patient voice to life is through video storytelling. For some recent work in rare disease, we have produced a series of patient videos that allow individuals to share their journeys in their own words. These authentic, first-person accounts not only inform strategy but also inspire empathy and action among stakeholders, making the patient experience tangible and impossible to ignore.

Why it matters now

As the NHS continues to evolve, and as life science companies seek to align with shifting priorities, the need for genuine patient insight has never been greater. It’s not enough to ask healthcare professionals what patients ne

ed, we must ask patients themselves.

We’re committed to amplifying the patient voice as a strategic imperative, because when patients are part of the conversation, everyone benefits.

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Are you interested in patient research? Do get in touch to find out how we can support you.