We leverage our scientific expertise to understand and communicate how a disease is impacting a patient’s body

We seek to understand how a person views their disease as this can influence how we reach out and support them

We consider what’s happening in the world around a person and how this affects them and their disease

We explore what the disease means to a person, their relationships and their world so that we can ensure we’re speaking to them in the right way

We empathise with how a person feels and how the disease impacts their daily life — this is the place where we tap in, but we must always consider all 5 factors to do it well