To tackle this challenge, we brought together university researchers, charity leaders as well as key community partners to share their own perspectives. An innovative blend of qualitative tasks, quantitative deep dives, as well as detailed desk research were used to create a 360-degree exploration of the issues. We then used a day-long co-creative workshop to bring together the charity’s senior leadership team, an external communications delivery expert and our in-house insight experts to discuss the challenge and identify the strategic steps towards a patient-centric charity.