Diversity, this not so new buzz word, takes on many forms. But it always involves the premise that even though we might be very different, in age, skin tone or credentials, we are still equal. And, as equals, we can easily identify with one another, and make sure that all of us are heard.
Or seen. People in ads now come from all races. But, while visual representation, is one apparent way to show that all are present and equally important, but it is just one perspective to diversity.
A different, fascinating take on diversity comes from the National Hemophilia Foundation. As presented at the Healthcare Advisory Board Conference in Rye Brook, NY, where professionals from Sanofi-Aventis, Axon and more discussed every aspect of working with healthcare advisory boards, mostly in the context of pharma. Here too diversity is called for. Not so much in appearance, but more in experience and expertise.
Scott Innis, Chief of Staff, Global commercial strategy, Biogen Idec, elaborated on how advisory boards need to be a mechanism for managers to gain strategic insights and more deeply understand the implications around strategic choices. This can boil down to including a nurse on the advisory board, as she is the one who sits with patients, and receives their phone calls when things go wrong. She is the one who can, for example, attest to the superiority of orally taken drugs vs. ones taken by infusion, as she'll hear patient complaints about having to go to the hospital for the infusion, complaints which they do not necessarily voice to their physician. This may not the main medical consideration, but, being an important consideration for patients, it should not be left out. Having done my share of moderating and leading scientific advisory boards populated with distinguished physicians, I know all too well that everyone should be heard, not as lip service, but because of the true value they bring to the table.
Ayana Woods, the National Hemophilia Foundation's director of education, spoke of her experience at creating a website when she first came on board. "I thought I would just sit in my cubicle and write one," she recounted. But this was not the case. Instead, she met with numerous patients, caretakers, parents, and more. And she soon realized that diversity had to be managed on the website. Not necessarily in terms of race, but in terms of education, language skills, or religion. Needs arose from newly diagnosed families, from young adults, from people of various sexual orientations. When I asked if there was any content that surprised her, Ayana said one of the most popular web pages relates to tattoos, a topic that apparently resonates with the teenage hemophiliac community. Who knew, right? But turns out that one of a patient's desires can be getting a delicate butterfly on her shoulder. And if you explain tatoo and hemopehlia to her, you've earned her trust. The 400 page website, with resources for families, appears at stepsforliving.hemophilia.org and is a true testament to the fact that diversity and genuine representation of stakeholders' and patients' wants, needs and concerns, and the truest route to being effective.Becuse listening to patients makes it likely that they will listen to what you have to say to them.
http://www.stepsforliving.hemophelia.org/