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14. Communicating a patient-initiated offering in a way that resonates with chronic patients
Research focus
Alignment of our value proposition with the value users perceive in our service
Participant focus
People living with chronic mental illness or cardiovascular disease

In session 14, we explored how to communicate a patient-initiated offering of Fora Health in a way that resonated with patient needs and the value they perceive in our service.

We first explored the main challenges faced by participants in managing their conditions. Patients struggled to access comprehensive, trusted treatment information from a single source without relying on their providers. Participants wanted more autonomy and control over the management of their condition, through greater understanding of the effectiveness of management strategies and their needs. When interacting with providers, participants lacked the capacity to assert their needs and wanted discussions to be more structured.

Reflecting on how our offering could address these needs, participants felt that Fora Health could support them to be more empowered in self-management and participate more in treatment decisions with their providers. Participants valued the comprehensiveness of Fora Health to support them across their treatment journey. While patients felt information features could address their needs for comprehensive, reliable information, this depended on if the features could provide up-to-date information about a range of specific treatments. Participants appreciated that Fora Health allowed them to track their response to treatment and develop plans for when and how to seek further support when needed. Participants felt that these features would help them prepare for and participate in discussions with providers, resulting in treatment decisions that accounted for their needs. Particular value was cited in being able to share comprehensive data with providers about past treatment decisions and patients’ responses to treatment, to make decisions more efficient.

Reflecting on how to communicate this offering to participants in a way that resonated with their needs, participants resonated with describing Fora Health as a companion app that could support them across all aspects of management. They were optimistic about the capacity of the app to optimise treatment to be more personalised to their needs and effective as a result. While participants perceived value in the communication of the offering, they wanted communication to be more explicit about how the product features deliver value to set effective expectations about what the app actually does.