White paper: Patient centricity - Reality or rhetoric?

Richard Head and Mariel Metcalfe

Everybody is talking about patient centricity, but what does it mean for those involved in market research, insights and business intelligence?

We spoke to some of our clients from major and mid-size pharmaceutical companies to find out what it means within their organisation. Whilst definitions varied, many agree that it is about putting the patient first. This requires an understanding of their individual needs, something which market research is clearly well positioned to do. However, we identified 3 key challenges experienced by our clients when trying to improve patient understanding, which we will share and address in this paper.

Patient centricity
Patient centricity

Everybody is talking about patient centricity, but what does it mean for those involved in market research, insights and business intelligence?

We spoke to some of our clients from major and mid-size pharmaceutical companies to find out what it means within their organisation. Whilst definitions varied, many agree that it is about putting the patient first. This requires an understanding of their individual needs, something which market research is clearly well positioned to do. However, we identified 3 key challenges experienced by our clients when trying to improve patient understanding, which we will share and address in this paper.

In this white paper we look at strategies the pharmaceutical industry has implemented to be more patient centric,  the challenges to patient centricity within market research, how best to overcome the challenges and the potential impact of patient centricity on physicians.

Download the white paper

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