Elena Alvarez-Baron

Designing With, Not For: The Future of Patient Partnership in Medical Affairs

This session challenges Medical Affairs professionals to turn patient centricity from a guiding principle into a measurable practice — across how activities are designed, evidence is built, and outcomes are evaluated.

Objectives

• Learn from experience: Explore what authentic co-creation with patients and advocacy groups truly requires — drawing on real-world examples
• Challenge the status quo: Examine where patient voice is genuinely shaping evidence and communications, and where critical gaps remain
• Build for impact: Begin establishing a practical framework to identify, address, and measure what real patient impact looks like in your organisation