Hayley Chapman
Executive Director, Operations PFMD
Hayley is a healthcare leader with 25+ years of experience turning patient needs into real-world impact. As Executive Director – Operations at Patient Focused Medicines Development (PFMD), she drives strategy and coherence to make patient engagement meaningful, scalable, and systematic. She has led pioneering work on patient experience data, engagement intelligence, and embedding the patient voice in ESG and investment strategies. Based in Canada, with a Master of Health Science from the University of Toronto and lived caregiver experience, Hayley is known for building cross-sector partnerships that bring together biopharma, medtech, regulators, and patient groups to deliver measurable value and better health outcomes.
Seminars
Patient experience data (PED) is transforming how therapies are developed and evaluated – but regulatory expectations are evolving rapidly. This interactive workshop provides practical insights into global regulatory requirements and strategies to maximize the impact of patient engagement throughout the product development lifecycle.
This Workshop Will Gather Experts to Discuss:
- Understanding current PED expectations from regulators by exploring FDA, EMA, and MHRA requirements for patient experience data in drug development
- Leveraging early dialogues with regulators by engaging them early to shape development strategies with patient insights
- Reviewing case examples of patient engagement impact by analyzing real-world examples showing how patient engagement influences drug development and regulatory decisions
- Examining recent regulatory developments by assessing EMA’s reflection paper and FDA initiatives and applying insights to real-world scenarios
- Collaborating on optimizing patient experience data across the lifecycle by developing strategies to effectively collect, analyze, and apply patient experience data from early development through treatment
- Co-designing the dashboard by involving patients directly in shaping the digital tools and AI systems that measure their engagement, ensuring these platforms are intuitive, useful, and respectful of their time and energy
- Delivering the transparency dividend by giving patients direct access to their own engagement data, helping them see how their activity connects to personalized actions and building trust, motivation, and data accuracy
- Interpreting data with context by ensuring AI algorithms incorporate the patient’s voice to prevent harmful biases, recognizing that qualitative stories and feedback are essential for understanding quantitative engagement data and avoiding misreadings such as assuming low usage equals disengagement
- Establishing ethical guardrails as a foundation by involving patient advocates in creating the frameworks for data use, ensuring that measuring engagement is ethical, consensual, and aligned with patient approval
Practical Session
Many companies commit publicly to patient engagement, but commitments alone aren’t enough. This hands-on workshop guides participants in transforming these commitments into practical, dynamic metrics that demonstrate progress, quality, and real-world impact. Through case examples, analysis insights, and collaborative exercises, participants will leave with tools to measure, track, and communicate the outcomes of their patient engagement activities.
What You'll Gain:
- An overview of common patient engagement commitments made by companies today
- Insights on translating commitments into measurable, dynamic reporting metrics
- A hands-on planning framework to implement metrics across functions for organization-wide reporting, accountability, and empowerment
- Practical tools and next steps to measure, celebrate, and communicate real-world patient engagement impact
