Trust is a Currency
Updated: Jun 5, 2019
This is the third in a 5-part series. Building and maintaining trust with patient groups and advocates is an essential part of any patient advocacy and engagement programme.
Trust is like a currency and how we spend it determines how other people view our actions.
Nick Hicks: Just going back to your four point elements, what do you think pharma can do and learn, and then perhaps apply these four different elements in a more effective way, in relationship management with patient groups?
Libby Robinson: Well I think, just helping people understand that there are distinctions in trust, and that trust a currency, not an innate element of somebody's personality or company's culture. Then you can teach people the linguistics. There's actually a technology of language that you can help people learn. So if they are the points of contact with patient advocacy groups, and I would even recommend bringing those two parts together. So bringing patient advocacy groups together, along with people from pharma to learn to the language, to learn these, if you will, technics together, so that trust becomes more easy.
Libby Robinson: Right now, we sort of rely on, we hope that we're likeable, we hope that because our product is good, we're gonna be seen as having a good reputation. But there are many more elements to trust, that unless you take care of them, trust will be broken. And then it doesn't matter how good your product is.