Does anyone in pharma here have experience interviewing patients for ambassador stories? I did one recently and got the feedback that I wasn't empathic enough. Anyone have any tips?

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Pretend to not be a sociopath during interviews.

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Sounds like something a sociopath would say.

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Find a director who can support you and help or take the lead on interviewing

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Really similar to interviewing anyone for a documentary or first person story. Depending on what they are a patient of, slow build to questions you want. Has to be a conversation and show empathy. You’ll get a lot of things you can’t use, but like interviews and documentaries, the trust will build and you’ll get what you need. And probably permission to ask deeper things. And if it feels too personally always ask if they are comfortable sharing those details. Do your research, understand and empathize. AI can be your friend here. Be a human and actually care about the conversation or figure out a way to pretend you do.

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I do this kinda work a lot.
Best advice is to remember that they’re just regular people, not actors, and to be prepared.
Your reg/legal team is going to have strong opinions on what you can and cannot say, and since your talent isn’t going to be great at memorizing lines, have copy in your head that you know is approvable and try to steer your talent in that direction. Ask them “can you tell us about this” and feed them some language you want them to repeat back. Ask basically the same question but in a different way if they’re stuck. Give them breaks. If they get flustered, reassure them they’re doing great. They’re new to this, we’re not. But they shouldn’t feel like that. They should feel special and cared for.

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What an opportunity to make a difference. Tonight take six shots of tequila on an empty stomach, wake up at 7:00, walk barefoot for two miles, go to a local school and wait in the drop off line for 45 minutes, then wear high heels and take the train to the office , skip coffee, breakfast and lunch, leave work early to go pick up your pretend kids, lose your phone, cook dinner for four friends and entertain them without eating, clean up your kitchen, and go to bed without showering. Do that four days in a row and you’re barely getting a glimpse of what it’s like to live with a health condition. But honestly, you’re here asking great questions which gets you further than most. Good luck.

Also watch some great movies.

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