Why We Started The Patient Project: Listening, Partnering and Disrupting the Status Quo

Sian Kneller
Jul 25
4 min read

“What’s the problem you’re obsessed with solving?”

That’s how the podcast began. No fluff, just straight to the heart of the mission. And the answer? A raw, real conversation between two industry insiders turned change-makers who knew something was broken and were bold enough to fix it.

Meet Michelle Warner and Sian Feller, co-founders of The Patient Project, a consultancy born out of lived experience, deep industry knowledge, and an unshakable belief that the patient voice should never be an afterthought in healthcare.

Our “Why”: From Frustration to Action

Michelle and Sian had been driving patient engagement within large pharma but were hitting the same walls:

Teams working in silos
Repetitive work across brands
Budgets for patient engagement cut first
Tokenistic inclusion of patients (if at all)
More focus on internal deliverables than external needs

At the same time, they were both navigating the emotional rollercoaster of supporting aging parents with dementia. Even as insiders, they struggled to find trials or trusted research that could help.

“We realised that even though clinical outcomes and HCP needs matter, what we were most passionate about were the outcomes that matter to patients and caregivers.”

Changing the Lens

Sian put it simply:

“Sometimes you just need to change your shoes. I left big pharma to change my view, and Michelle and I started looking at the system from the outside in. That’s where The Patient Project began.”

Their goal is to make the patient voice central, not optional. The mission is to bridge the gap between pharma, HCPs and patients so that medicines and vaccines actually deliver meaningful value.

Reimagining the System: Patients as True Partners

When asked what patient involvement would look like in a redesigned healthcare system, Michelle and Sian were clear: partnership.

Not box-ticking. Not a guest appearance. But ongoing, co-created partnerships based on unmet need and lived experience.

“If you’re designing a car, you expect everyone to drive it. Why is pharma not doing the same with patients?”

They believe patient experts should have seats at the table in research prioritisation, clinical trial design, education, HTA decision-making and internal strategy.

“We’ve worked with amazing scientists and marketers, but imagine if they were guided by someone living with the disease they’re working on?”

Why Now?

Alongside personal stories, there’s been a shift in the industry. Regulatory focus is growing from FDA and EMA. At the same time, patient engagement roles are being cut during downsizing.

“We knew our expertise would be needed to fill that gap. It was a case of: If not now, when?”

Personal Stories That Shaped Our Mission

Michelle shared her experience being diagnosed with breast cancer during the pandemic. Thanks to a patient group, she was informed, empowered and able to take charge of her care. The contrast with her mother’s more passive experience with the same diagnosis was stark.

“It hit me how powerful it was to be an empowered patient. Everyone deserves that.”

For Sian, caring for her mum with Alzheimer’s was life-changing.

“Suddenly, you’re a caregiver, decision-maker, life-guide, all while working and raising a family. That perspective doesn’t leave you.”

Staying Connected to What Really Matters

To stay grounded in the real patient experience, Michelle and Sian created Living Proof, a storytelling series featuring unfiltered conversations between patients and caregivers.

“The world is overflowing with data. But what’s missing is human insight. Living Proof brings authenticity and emotional intelligence back into the conversation.”

They also stay connected through patient councils, advocacy networks and organisations like the International Society for Patient Engagement Professionals (ISPEP).

“Even before we launched the Patient Project, we always made time to listen to patients and learn from their stories.”

Breaking Through Bureaucracy (Yes, It’s Possible)

Compliance, SOPs, regulatory restrictions. These are common reasons given for why true patient engagement doesn’t happen. But Michelle and Sian don’t buy that.

“The onus is on us. We need to understand risk, engage with compliance early and co-create solutions. It’s not about fighting the rules. It’s about understanding why they exist and working within them to do better.”

What We’re Proud Of (So Far)

Top of the list is Living Proof. But also, a consultancy project with a US biotech that initially said they just needed to “tick the patient box.” By the end, patients were fully engaged, advocacy groups were onboarded and the internal team was genuinely inspired.

“That’s the impact we want. Helping companies go from reluctant to committed. And watching the patient community respond with real partnership.”

Also? Just making the leap.

“We’re proud we took the risk. Female entrepreneurs, mid-career, starting from scratch and doing it our way.”

Real Talk: The Difference Between Talking Patient-Centricity and Living It

Companies that live patient centricity don’t just say it in a slide deck. You see it in:

Insights-driven trial design
Co-authored publications
Clear, accessible education
Long-term partnership, not transactional engagement
Metrics tied to impact on real lives

As Michelle puts it:

“When the work takes off and you see it spark something bigger than you, you know it’s real.”

So What’s Next?

Five years from now, The Patient Project aims to have:

✅ Embedded non-expert patient insights into pharma strategy

✅ Patients seen as essential stakeholders in scientific communications

✅ Patient advocacy valued as a core capability, with the budget to match

“We want to be known as the team that helped pharma move from theory to action. From ‘we should’ to ‘we do.’”

One Final Message to Anyone in Pharma

“Don’t rely solely on data dashboards to understand patients. Listen to their stories. Their voices aren’t just important, they’re essential.”

Because if you’re not designing with the patient in mind, you’re building the wrong thing.

Learn more about The Patient Project

Check out their website here: https://thepatientproject.com. Follow Michelle Warner and Sian Feller on LinkedIn. Whether you’re a biotech, a global pharma or somewhere in between, if you’re ready to truly partner with patients, we’re here for it.

The full podcast episode is coming on August 7th, listen or watch on: