White paper: Patient centricity - Reality or rhetoric?

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.