Our work aims to understand patient experiences and needs from their perspective rather than that of healthcare providers. We conduct in-depth interviews with patients to learn about their lives, stories, and how their conditions impact them. This provides a richer understanding beyond just symptoms. The insights can help healthcare organizations enhance patient quality of life and services by gaining a balanced view of living with various conditions from diagnosis through treatment and rehabilitation.

1. Bringing the patient experience to life

2. An Introduction to Customer Faithful:
Our Work in Healthcare
Our work is about uncovering and interpreting the
experiences and needs of patients and those around them.
Our guiding principle is to frame healthcare needs in the
context of how they are perceived by individuals, rather
than those delivering healthcare services.
It casts the patient in the role of ‘expert’, and seeks to learn
directly from their views, stories and experiences, not just
their symptoms.
By bringing the ‘lived experience’ of patients alongside
more traditional healthcare information, our work can
enable a far richer understanding of patients’ quality of life,
as well as where and how it may be enhanced.
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3. How Does Our Work Benefit Healthcare Organisations?
Our insight work is truly patient-centred, placing as much meaning in
things they feel are important in their lives as those defined by
professionals involved in their healthcare.
This makes the approach ideally suited for enabling healthcare
organisations to gain a more balanced and inclusive perspective of
living with health conditions.
We can support healthcare organisations in many ways, including:
• enabling organisations to identify the needs of patients at given
stages of therapy, and the role and impact it plays in their lives
• pinpointing where patients / families seek support when ‘living’
with a condition, and how new/existing services could provide
help
• demonstrating a patient-centred view of health to HCPs, patient
advocacy groups, KOLs and beyond
• contributing thought-leadership and insight into wider
stakeholder debate, such as policy development or public
awareness
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4. How Does Our Work Benefit Healthcare Organisations?
Examples of how patients and healthcare professionals (HCPs) can
apply Lifelines insights include:
• Identifying needs that can be met by developing integrated or multi-
disciplinary care plans, incorporating health, social and preventative
care. In addition to defining needs, Lifelines can also highlight to HCPs
how patients understand existing service provision, and the degree of
confidence they have in them.
• Pinpointing areas and issues where patients are seeking to manage
their own care, including the information they need to do this
• Descriptions of ‘what good looks like” – patient-defined examples of
how and when specific environments, services and support tools can
support individuals across the patient pathway
• Detailing clues that enable (or prevent) early diagnosis to take place
• Building a catalogue of rehabilitation tricks, traps and tips that patients
develop, as they come to terms with their condition
• Outlining life events that can signal a need for emotional,
psychological or practical support, impacting a patient’s ability to cope
with their health condition
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5. Our Insight is built in four stages
Literature Review
• Assemble and organise core knowledge from existing insight
both within an organisation and beyond
Life Stories
• Enhance depth of insight, through rich and detailed accounts
from patients and those around them
Analysis
• Integrate information, combining literature-review data with
patients’ feelings and perceptions
Insight
• Interpret findings into clear recommendations which are solidly
evidenced, and compelling to read
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6. Our Lifelines™ Methodology
Our core method is qualitative, semi-structured interviews, with each in-depth
discussion audio-recorded and analysed for high level themes /lower level evidence
• Our technique develops insight from life 'episodes'
rather than responding to predetermined topics
• We try to define what’s valued as important, vs.
how well it’s delivered
• We use interpretative phenomenological analysis
(IPA) – a detailed study of transcript data
• We display our insight as a journey, defined by
patient language, not clinicians
• It is visual, illustrative – an aid to understanding
rather than a quantitative assessment - there are
no numbers on these graphics, but there are clues
to the experience of how people manage living with
a condition.
Lifelines™ is a registered trademark of Customer Faithful ®2013 © 2013

7. A closer look at Lifelines™
4
1
2
3
The shape and definition of a Lifelines chart provides an ‘at-a-glance’ overview of patient experience
1 Lifelines journey steps are defined by patients in their own language
2 Lifeline data points detail the issues that matter to patients (captured from a range of sources)
3 The graph charts two ‘life lines’ – the importance of issues to patients vs. existing delivery success
4 Lifelines highlights areas of convergence and divergence, using ‘traffic-light’ coding and commentary
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8. What Makes Lifelines So Special?
‘Bring To Life’ Features
1. Life stories allow richer and more
detailed insight into Lifelines
graphics
2. Source data integration enables
other study materials to be
combined for wider validation
3. Drill-Down referencing, provides
identification of source data, point-
by-point
4. ‘Zoom-in filters’ can highlight
individual patient profiles or specific
Our Lifelines patient insight programmes have been used across a life-episodes
wide range of health conditions, from Rheumatoid Arthritis and 5. Auditable data supporting peer
Alzheimer’s Disease, to less common conditions such as review for academic publication
Haemophilia and Pulmonary Arterial Hypertension.
6. Dual-format presentation via
Lifelines offers easy-to-read visual illustration, robust analysis and a
range of design attributes we call ‘Bring To Life’ features.
PowerPoint slides or hard-bound
display books for use with
customers and wider stakeholders
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9. Our Credentials – A Quality Commitment
Customer Faithful is led by Rick Harris, who has over 20+ years of research
experience across a range of industry sectors.
Under his direction, the Lifelines research process has been developed and
continually evolved during its use in healthcare and other industries. In addition
to his own skills, Customer Faithful brings together a highly experienced team
with wide commercial as well as research experience.
Lifelines is underpinned by a range of quality assurances:
• all project teams are custom-built and overseen by Rick Harris,
ensuring a consistent approach and expert guidance Rick Harris
• Lifelines incorporates some of the latest thinking and techniques in Managing Director,
Customer Faithful
healthcare qualitative research, including IPA study1
• Lifelines has been designed for peer-review, and so offers a
transparent audit trail, suitable for support of publication of findings
o its consistent format makes quality review easy-to-manage and
distinctive when sharing with wider stakeholders
1 IPA - Interpretative Phenomenological Analysis (IPA) – developed at Birkbeck University of London, 1996 © 2013

10. Supporting Thought Leadership
In recent years, there has been a growing acknowledgement in the UK -
“Research from the Picker Institute,
across the healthcare community - of the value of patient insight, and a The Health Foundation and others
commitment to seek ways to access it. shows how far away we are from
healthcare that really meets the
However, despite the widespread use of national surveys and complaints priorities and preferences of patients.
data, an investment in ‘smaller-scale, greater-depth’ qualititative research Patients and their families and friends,
has been largely missed. both individually and collectively, know
a great deal about health services
from the most important end – service
We firmly believe that our work is making a significant contribution in delivery. We need to utilise this
improving how to engage with and listen to patients, so that healthcare intelligence, these experiences, to
design is centred on the needs of those using them, rather than those guide and inform and make it part of
the power of change.”
delivering them.
Harry Cayton, 2006
Overall, our approach is innovative and focused on a quality of insight Council for Healthcare Regulatory Excellence
which seeks to break new ground in improving the lives of patients.
In so doing, we feel that such insight programmes are an ideal fit with the
wider ambitions and values of the healthcare industry.
“…The Outcomes Framework is only one part of our journey. If we want the NHS not to treat patients as though they are parts on a
conveyor belt, we need to go further. We need to empower patients, their doctors and nurses to work together to get the best possible
care. We need patients to be fully engaged in the decision making process. Having a voice, loud and clear.
We are inviting people to use their creativity and ingenuity, and to surprise us with what they come up with…..allowing data to be used in
this way will help improve the health and experience of patients”
Andrew Lansley, 2011 - Secretary of State for Health
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11. For further information about Customer Faithful, contact…….
Rick Harris, Managing Director
Customer Faithful
rick@customerfaithful.com
www.customerfaithful.com
© 2013