In recent few years, many of the pharma companies try to elevate the perspectives of the patients and caregivers and find best ways to respond to their priorities and needs. Pharma companies engage individual patients and advocacy groups in improving patients’ outcomes and experiences during the actual product development (clinical trials) and incorporates patients’ inputs into products, services, and integrated solutions. This is what buzzword “patient-centricity” is about. We read about it and hear about it a lot, especially from pharma executive leadership during official communications with mass media. Continue reading →