Based on “From Outreach to Ownership: Why Co-Creation Should Start Now, And Never Stop,” by Linda Davis, published in PM360 September 19, 2025.
Life sciences teams don’t just “reach” patients anymore. The goal is to build with them—early, often, and with intention. That’s the core argument of PM360’s recent Expert on Call piece by Linda Davis, which makes a strong case for co-creation as both good practice and good business.
What Co-Creation Really Is
Co-creation isn’t market research or post-hoc validation. It’s the process of designing communications, support, and experiences together with patients, care partners, and advocacy leaders so the work reflects real needs and real language. Done right, it yields more than assets—it builds trust and lasting relationships that influence how people engage with treatment and with their care teams.
Start Early, Then Never Stop
Like compounding interest, the value of co-creation accelerates when you begin before key decisions are locked. Early engagement surfaces “unknown unknowns,” helps refine trials and endpoints, and shapes tone, lexicon, and education from the start. Teams that wait until after strategy is set end up seeking validation rather than discovering what actually matters.
Technology is a Means, Not the Mission
New tools—AI, digital collaboration, and virtual sessions—make it easier to convene the right voices and iterate faster. Use those efficiencies to make more room for human connection, not to replace it. Authentic patient narratives and two-way conversations remain irreplaceable for confidence and adherence.
Build Governance into the Work
Legal and regulatory caution shouldn’t halt progress. It should shape it. Clear guardrails, trained teams, privacy-safe infrastructure, and experienced partners remove friction so brand teams can focus on meaningful dialogue with the community.
The Ecosystem Effect
Consistent co-creation creates a flywheel: patient insights → better engagement → better data → even richer insights. Over time, that becomes a competitive advantage—and a more humane experience for people navigating diagnoses, decisions, and daily life with a condition.
How We Apply This at SNOW
- Embed early. We can help clients fold patient councils and co-ideation into any stage of the product lifecycle and always recommend starting long before go-to-market.
- Measure what matters. We track high-value actions (e.g., diagnosis, specialist consults, informed treatment starts) alongside traditional KPIs to show real-world impact.
- Respect the rules. Compliance and privacy are table stakes; our processes and platforms are designed for them.
- Keep it human. AI accelerates prep and coordination. Patient stories, told by patients, remain the heart of the work.
Bottom line: Move beyond outreach. Give patients true ownership in the process. When you co-create continuously—with rigor and empathy—everyone wins: patients, providers, and brands.
Adapted from PM360, “From Outreach to Ownership: Why Co-Creation Should Start Now, And Never Stop” published September 19, 2025.
Ready to Co-Create?
Contact us to discuss how we can help your brand connect with patients on a whole new level, privacy-safe and MLR-ready.
