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Patient Centricity in Pharma:

How the industry is evolving from being manufacturer-centric to patient-centric
ImageNewristics Image01 Feb 2024

In a landscape where patients have greater access to information, resources, and support networks that enable them to take a more active role in managing their health, there is a growing emphasis on a more patient-centered approach in life sciences, including pharmaceuticals.


As stakeholders recognize the need for consumer participation in healthcare decision-making and embrace a patient-first approach driven by patient engagement, value-based care, and personalized medication, patient centricity is the key focus in developing healthcare outcomes that truly support the patient.

What is patient centricity?

Patient centricity is patient or customer-centered care. It is not a buzzword but an evolving concept that views patients as active participants in their own healthcare journey.

The beginnings of patient-centric care can be traced back to the 1940s when psychologist Carl Rogers introduced the concept of patient-centered therapy. He emphasized that patients are inherently motivated in their healing when they guide the direction and are actively involved in their own treatment, which positively impacts their health outcomes.

Fast forward to the present-day scenario of the empowered patient, there is a growing demand from patients to have a voice and a choice in their healthcare decisions.

In other words, patient centricity is a push toward a more patient-first approach to healthcare. It defines a true partnership between patients, their families, and healthcare providers (HCPs) where the patient’s wants, needs, and preferences are front and center of any decisions that affect them.

It’s about understanding and listening to patients and even recognizing their non-medical challenges, building processes that align with patient’s needs, values, goals, and preferences, and communicating with the patient throughout their healthcare journey.

Patient-centric approaches are now considered key to quality healthcare by many experts. These approaches involve developing and delivering positive healthcare outcomes through direct engagement with patients, emphasizing collaboration, shared decision-making, and developing and managing customized care plans.

Some real-life examples of patient-centric initiatives in healthcare include the Mayo Clinic App which makes it easy to request appointments, communicate with the care team, view test results, and access helpful resources. Cleveland Clinic’s MyChart portal is another example of patient centricity allowing convenient access to patients. Other examples include Kaiser Permanente, which invests in telehealth and 24/7 virtual care to increase access and personalized support, especially for those in remote or underserved areas, while Geisinger’s Steele Institute for Health Innovation offers innovative programs such as Fresh Food Farmacy® which helps food-insecure patients control their Type 2 diabetes by providing education, recipes, and healthy food for 10 meals a week, free of charge, for themselves and their families.

Why is patient centricity important for the pharma industry?

Even though the pharma industry develops medications and treatments for patients, there has historically been a disconnect between the industry and the patient, where the patient was viewed as a passive recipient of treatment and products.


According to a recent report, only 45% of healthcare practitioners (HCPs) believe biopharmaceutical (pharma) companies provide a high level of patient centricity today—despite many pharmaceuticals making advances in patient centricity.

HCPs have high expectations from pharmaceuticals to play a more active role in improving the overall patient experience beyond medication delivery and its impact. Patients too are seeking the same level of personalization and support they receive from other industries, prompting a paradigm shift for the pharma industry from a traditional manufacturer-centric model.

Understanding the manufacturer-centric model

In a manufacturer-centric model, decisions around drug development, pricing, marketing, and distribution are primarily driven by financial considerations and market dynamics. Revenue generation, market dominance, and having a competitive edge take precedence over patient needs.

Traditionally, pharmaceutical companies have mainly focused on developing and marketing drugs and treatments and meeting regulatory compliance on the efficacy, safety, and quality of these products. The patient’s experience in drug development and outcomes has been considered from the perspective of healthcare professionals (HCPs), regulatory bodies, and insurance providers, leaving little to no room for patients’ perspectives.

One could say that the pharma industry had for decades utilizied manufacturer-centric strategies, prioritizing sales and profits and allocating insufficient resources on patient centricity. Many pharma companies still operate on a product-centric model, with an emphasis on products and not customers (patients).

One of the key characteristics of the manufacturer-centric model is the emphasis on high profits. The pharmaceutical industry has faced severe criticism in this regard, being accused of high drug prices and prioritizing profits over patient affordability and access to medication.

Over the years, the pharmaceutical industry has demonstrated its preference for the manufacturer-centric business model through various other practices—from utilizing aggressive marketing strategies and investing in blockbuster drugs to limited patient engagement and support.

However, in the past decade, there has been a noticeable shift towards patient centricity, perhaps driven by the evolving healthcare landscape, technological advancement, and changing patient expectations. 

Understanding what patient centricity entails

Patient centricity is about understanding the patient’s experience of their condition and recognizing what they need and value, which then informs positive healthcare outcomes. According to a report by the Deloitte Center for Health Solutions, patient centricity includes five key dimensions:


Inclusiveness Creating an inclusive healthcare environment where all individuals have equal access to healthcare services.


Working in partnershipFostering a collaborative relationship between patients and healthcare providers to co-create and implement care plans that address the unique needs of individual patients.


Working in a way that shows respect, compassion, and openness This dimension underscores the importance of respect, kindness, and empathy towards patients and having open and transparent communications with them.


Empowering patients to take control of their own health Providing patients with information and resources to participate in their own healthcare decisions.


Sharing goals that are patient and family-centered Aligning healthcare goals with the preferences, values, and goals of the patients and their families and involving patients and families in care planning and decision-making processes to meet their unique needs.

Patient centricity is not the same as patient engagement, even though both the terms are used interchangeably. Patient engagement is defined as, “the desire and capability to actively choose to participate in care in a way uniquely appropriate to the individual, in cooperation with a healthcare provider or institution, for the purposes of maximizing outcomes or improving experiences of care.” 


It is both process and behavior and is shaped by the relationship between the patient and provider and the environment in which healthcare delivery takes place. Patient engagement refers to the patient’s involvement in their own health care and includes actions and behaviors that encourage patients to actively participate in decision-making, treatment planning, and self-management of their condition.

Patient centricity is a broader concept that encompasses patient engagement and places the patient at the center of the healthcare system. It emphasizes developing healthcare systems, processes, policies, services, and practices around the patient’s needs, preferences, experiences, and perspectives, with the aim of improving health outcomes and patient satisfaction throughout the patient’s journey.

Patient centricity in pharma

In an attempt to define patient centricity, a study by The Deloitte Center for Health Solutions, which interviewed 27 executives from life sciences companies (primarily biopharma) reported that many of the respondents agreed on what patient centricity is not — It’s not a public relation or externally focused initiative; it’s not just about being better engaged with patients as study subjects; and it’s not one-size-fits-all.

For pharma, patient centricity refers to a shift in focus toward the patient’s needs, preferences, and experiences in drug development, commercialization, and healthcare delivery.

In 2016-17, Astra Zeneca in partnership with patients, carers, and industry stakeholders, developed a definition of patient centricity relevant to the pharmaceutical industry—”Putting the patient first in an open and sustained engagement of the patient to respectfully and compassionately achieve the best experience and outcome for that person and their family.”

Factors driving the transition to a patient-centric model

The pharma industry has been undergoing several changes in its operational landscape driven by increased globalization, heightened regulatory transparency, and exposure to innovative technologies.

Compounding the effect of these, the pharma industry is facing a ton of other challenges to its traditional business strategies. Escalating costs, pricing pressure, and shorter time frames are some of the primary challenges, along with patent expirations, declining profitability, and increased regulatory scrutiny.

According to Sharon Suchotliff, Associate Principal of Patient Centricity at ZS Associates, all areas of healthcare, including pharmaceuticals, are facing increasing competition—which challenges pharma’s product-centric status quo. “We’re talking about competition, not just on the commercial side, not just for share, but also on the clinical development side.”

Clinical trials account for nearly 40% of the US pharma research budget and approximately 80% of clinical trials are delayed or closed because of problems with recruitment. Patient dropouts of approximately 30% also add to the cost of research expenditure. These numbers highlight the unsustainability of current clinical models, requiring a much-needed transition to patient-centric trial designs.


Additionally, patient adherence to therapies and medication is an average of 50% in developed countries and almost half of the non-adherence is intentional while the other patients are either unaware they are not taking medications as prescribed or the regimen is just too complex. Non-adherence is associated with poor patient outcomes and rising healthcare costs while affecting the commercial bottom line of pharmaceutical companies, thus driving the transition to patient-centric approaches to improve patient adherence and healthcare outcomes.

Several other factors are driving the transition to patient centricity in the pharmaceutical industry:

Changing healthcare landscape:
Healthcare is evolving towards patient centricity as patients become more informed about their health and treatment options and are empowered to make decisions that affect them. Wanting more control over their healthcare decisions, patients are emphasizing better access to information, personalized care options, greater convenience, and more transparency.

Pharmaceutical companies are responding to the changing landscape by engaging with patients across the entire value chain and shifting their focus to patient centricity. Patient advocacy groups and patient organizations are playing an increasing role in influencing the transition to patient centricity by advocating the needs and preferences of patients and by bringing the patient’s voice to industry practices.

Technological advancement:
Digital technologies make it possible for patients to be informed about their health, enabling their empowerment and their demand for more participation in their health care. Innovative technology is also an enabler for patient centricity, as pharma recognizes the potential of technology to create new patient-centric models.

This involves leveraging connected devices, data analytics, and artificial intelligence to facilitate greater patient involvement and develop personalized drugs while enabling pharmaceuticals to manage patient adherence to treatment and track health outcomes more effectively.

Regulatory requirements:
Regulatory agencies are increasingly prioritizing patient centricity in healthcare, focusing on patient safety, transparency, and access to affordable and quality health services.

Initiatives such as the U.S. Food and Drug Administration’s (FDA) Patient-focused drug development (PFDD) approach ensure “that patients’ experiences, perspectives, needs, and priorities are captured and meaningfully incorporated into drug development and evaluation.”

Another such initiative is the establishment of the Patient Engagement Collaborative (PEC)—a joint project by the FDA and the Clinical Trials Transformation Initiative (CTTI). The PEC enables patients to have meaningful discussions and contribute their insights and experiences to medical product regulation. The PEC framework facilitates meaningful patient involvement in regulatory activities.

Key components of patient centricity in pharma

Pharmaceuticals have long played a critical role in healthcare, discovering new treatments, and providing medication to improve the health outcomes of patients. With a shift towards patient centricity in healthcare over the last two decades, pharmaceutical companies understand that this is not a passing trend and recognize that patients are active participants in their healthcare journey.

Some key components of what patient centricity in pharma looks like include:

Understanding the patient journey: Patient centricity shifts the focus from the product to the patient. Other than the clinical symptoms, it involves a deeper understanding of the patient’s journey, including their lifestyle, preferences, needs, and challenges, which helps identify care gaps, barriers, and opportunities for improvement to better meet patient needs.

Patient engagement and involvement:
Integrating the patient’s voice throughout the product lifecycle — from early research and clinical trials to post-market monitoring—ensures the products are designed for the patient. This requires facilitating patient engagement that includes actual conversations with patients and involving them in decision-making around product development, study design, and protocol development to be truly patient-centric.

Utilizing patient feedback and real-world data:
Patient feedback is a crucial component of patient centricity. Actively seeking and leveraging patient feedback offers valuable insights to inform decision-making across the product lifecycle. Regulatory agencies are increasingly realizing the value of real-world evidence (RWE) in assessing the safety, efficiency, and efficacy of pharmaceutical products, which enables pharmaceutical companies to gain valuable insights and generate evidence from real-world data (RWD) such as electronic health records (EHRs) and patient-generated data, to improve products and services.

Tailored healthcare solutions:
Patient centricity in pharma involves the development and delivery of products and services that align with the needs of the patients. Although many pharmaceutical companies consider themselves to be patient-centric because they treat patient symptoms, true patient centricity is about optimal patient outcomes and seeing and treating the whole patient.

This signifies a shift towards value-based healthcare where the focus is on broader patient outcomes and the impact of pharmaceutical products on their health, wellbeing, and satisfaction. It may also involve developing personalized treatment plans, providing patient education and resources, and offering patient support and assistance to address barriers to access and contribute to better decision-making in patients.

Transparency and communication:
An important tenet of patient centricity is open communications and transparency regarding treatment risks and benefits. Enhancing the communication channels between patients, healthcare providers, and pharmaceutical companies fosters collaboration, ensuring patients’ voices are heard and integrated, enabling a shared commitment to patient centricity.

Benefits of patient centricity for pharmaceuticals

One of the primary beneficiaries of patient centricity are the patients. They benefit from improved health outcomes and satisfaction across all the various touchpoints and interactions with pharmaceuticals throughout their healthcare journey. The value and benefits that patients receive are not only delivered by the product or service, but by the entire customer experience (CX).


Research by McKinsey & Company indicates that when prescribers are fully satisfied with their journey for a particular drug and with the pharma company’s contribution to it, they are more than twice as likely as dissatisfied ones to prescribe it. By placing greater emphasis on customer experience, pharmaceutical companies not only improve customer satisfaction but also amplify their sales, which increases their market share.

Besides, being beneficial to patients, pharmaceutical companies stand to gain from adopting a patient-centric approach. Below are some main benefits of patient centricity for pharmaceutical companies:

  1. 1.With the help of patient insights, pharmaceutical companies can better align product development with patient needs and expectations, leading to more effective and tolerable treatments. This can result in higher success rates for new drugs and reduce the risk of product failure.
  2. 2.By addressing the unique needs of niche patient cohorts or individual patients, pharmaceutical companies can develop tailored products and treatments that focus on smaller, more specific homogenous patient groups. This may enable them to fast-track regulatory approval, and access niche markets with less competition.
  3. 3.Patients are more likely to stay loyal when their needs are met and when pharmaceuticals engage in transparent communication, thus building trust among the patients. Providing positive experiences throughout the treatment can also improve medication and medical adherence, which ultimately leads to better health outcomes for patients, reduced healthcare costs, and increased demand for pharmaceutical products.
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    4.By involving patients in clinical trial design and recruitment, pharmaceutical companies can improve trial efficiency and recruitment outcomes, improving the likelihood of success.

    With increasing pressure from payers, including healthcare technology assessment (HTAs) agencies to demonstrate overall value, beyond clinical benefits, pharmaceutical companies can address these expectations by establishing mechanisms to incorporate patient insight and feedback in clinical development, ultimately improving patient outcomes that demonstrate value to payers and regulatory agencies.

  5. 5.Companies that prioritize patients and deliver better patient experiences differentiate themselves from competitors, giving them a competitive edge that helps them attract and retain customers, and develop effective partnerships with healthcare providers.

Challenges and barriers faced by pharmaceutical companies

According to a report by Accenture, 84% of patients believe that pharma companies should be working more closely with patient organizations to help create a seamless patient experience, and 76% of patients believe pharmaceutical companies have a responsibility to provide services that complement their products.

Pharmaceutical companies make products for patients and while there has been a shift in focus towards patient centricity, a Boston Consulting Group survey reveals that only 44% of patients report that their needs are being met by pharmaceuticals.

Pharmaceutical companies are making progress, but it is slow as they face several challenges and barriers on the road to patient centricity. Here are some of the primary obstacles:

  1. Traditionally, pharmaceutical companies are product-centric and one of the biggest barriers for pharma is overcoming the product-centric mindset and shifting towards a culture of patient centricity, which requires strong leadership and a commitment to organizational change.
  2. Pharmaceutical companies adhere to stringent regulatory requirements and compliance standards for drug development and commercialization processes. Incorporating patient centricity (including the diversity and complexity of patient populations) creates additional requirements that need to be included in the applicable laws and guidelines.
  3. Regulatory agencies may also require additional evidence relating to patient value and benefit, which may hinder the approval process for some pharmaceutical companies.
  4. Collecting and utilizing patient data raises concerns about data privacy and security. As custodians of private information, pharmaceutical companies must comply with strict regulations regarding data protection and navigate the complexities of privacy, confidentiality, and ethical practices.
  5. Integrating patient-centric approaches requires aligning goals, strategies, processes, and systems with the tenets of patient centricity. Companies may face resistance to this transformation from stakeholders and employees accustomed to the product-centric way of working.
  6. Pharmaceuticals also face the difficulty of quantifying the relationship between business impact and patient centricity, such as the return on investment (ROI) on patient-centric initiatives, particularly in terms of financial metrics.
  7. Limited understanding of patient perspectives and preferences along the patient’s journey is another barrier. patient centricity requires deeper patient engagement and involvement with patients. Pharmaceutical companies may be reluctant to have important conversations with patients because of concerns and restrictions such as pharmacovigilance, legal requirements, discussion around off-label use of medications, misinterpretation, and the risks associated with social media.

Key strategies for implementing patient-centric approaches

Pharmaceutical companies looking to incorporate patient centricity in their business can adopt several key strategies:

Operationalize patient engagement throughout the Organization
While strong leadership and commitment to patient centricity are vital, pharmaceutical companies must identify key objectives that prioritize patient needs, preferences, and experiences, and implement concrete plans and practices throughout the organization to achieve those objectives. The Deloitte report recommends empowering employees with direction and resources to incorporate patient-centric practices and methods in their day-to-day jobs, and equipping them with scientifically validated tools that “underscore the importance of patient centricity from the top-down”.

Some companies may take the bottom-up approach and enable cross-functional teams with dedicated members who focus on patient-centric processes that are influenced by what patients need or want. They identify gaps and keep track of the progress they are making toward patient centricity, enabling leadership to see how they are progressing, especially in the early stages of the transition towards patient-centric pharma.

Educate and support patients
Pharmaceutical companies can provide accurate patient-friendly educational materials and resources, mainly through digital channels, which can help patients understand their condition, medication, and treatment options, enabling them to make informed decisions. Patients are also more likely to collaborate with healthcare providers and comply with their medication plan, leading to better health outcomes and satisfaction. It also enables pharma to facilitate data-driven customer engagement, which is more personalized to the patient and thus more effective.

This kind of interaction between patients and healthcare providers is important because it gives important insights to pharma on customer preferences and how they can improve customer experience. Pharmaceuticals can also offer guidance and support as patients transition out of treatment, as this is an important touchpoint and can provide valuable data on the long-term outcomes of patients. Patient support programs designed to aid compliance and lifestyle choices can provide valuable support and complement the roles played by HCPs, pharmacies, and insurance companies.

Leverage digital technologies and patient communities
Digital technologies are one of the key enablers of facilitating patient centricity and connecting with online patient communities. Through websites, social media, mobile apps, or patient portals, pharma can engage in two-way communications with patient groups, offer educational information, and provide online support to empower patients.

Digital tools also enable access to real-world data and remote monitoring of health metrics, including patient-reported outcomes, allowing for personalized interventions, medication adherence, better treatment outcomes, and collaborative relationships with patients. However, the use of digital and social tools is still a challenge for pharma. For example, currently, with nearly 260,000 health apps available, the pharma industry produces only a small percentage of these apps. Meanwhile, most patient group members use at least one health app, which highlights an enormous gap between patient needs and the industry’s offerings.

Partner and collaborate with patients and stakeholders
Establishing collaborative relationships with patients, healthcare professionals, and regulators facilitates the co-creation of patient-centric solutions that align with patients’ needs and expectations, whether in clinical trial design and recruitment, drug development, patient engagement, marketing activities, or delivery of products. This can include developing patient support groups, engaging with patient advocacy forums, establishing patient advisory boards, co-creating collaborative workshops with stakeholders, or involving patients in trial design. Additionally, establishing feedback mechanisms to actively gather and incorporate feedback is one of the defining characteristics of patient centricity.

Prioritize access and affordability
Reducing the financial burden and facilitating access to medication and treatments are critical aspects for patients. Pharmaceutical companies can simplify the process of obtaining medications and enhance affordability using various strategies such as the development of patient assistance programs, which provide financial support or discounts to eligible patients, or using strategies that reduce the overall cost of the medication such as transparent pricing, developing generic drugs, and implementing value-based pricing models. Collaborative efforts and partnerships with healthcare providers, insurers, and regulatory agencies can help improve access to medications by streamlining reimbursement processes and expanding coverage for essential treatments.

Marketing applications: patient centricity is transforming pharma marketing

Pharmaceutical marketing is complex, and it typically involves two approaches: direct-to-consumer (DTC) marketing and direct-to-provider/payer (DTP) marketing.

Historically, marketing initiatives focused on the vigorous professional promotion of products to healthcare providers, educating them about new medications, treatment guidelines, and emerging research, which helps physicians make the best treatment decisions for their patients.

But with patient centricity, which brings the patient’s needs, challenges, and preferences to the forefront, it is now all about personalization, enhanced customer experiences, and bringing the right products to the right target groups at the right time and through their preferred channels.


Even though pharma brands in most countries cannot sell directly to patients, with patient-centric marketing, they can establish credibility and become well-regarded experts whom patients can trust. This requires a transformation of the traditional mindset to one that puts the patient at the center of all marketing decisions, design, and applications. Why? Because patient-centric marketing can help pharmaceuticals increase their market share by 5-15%.

Designing customer experiences to improve the patient experience

By prioritizing customer experience, pharmaceutical companies can increase sales and market share. In patient-centric marketing, this is possible by optimizing various touchpoints and interactions along a patient’s journey.

Thus, understanding the patient’s journey becomes critical to patient-centric marketing, which enables pharmaceutical companies to design applications that deliver enhanced and holistic customer experiences. One way to do this is through patient journey mapping from the point where the patient notices the first symptoms to where the treatment ends or when the patient achieves a desired health outcome.

Patient journey mapping aims to capture the complexities of a patient’s journey and helps marketers identify opportunities to develop marketing initiatives that improve patient experiences. Some patient-centric marketing examples include personalized content and resources, medical apps and interactive education platforms, and online portals for disease management.

The changing nature of pharma communication


The way pharmaceutical companies communicate with customers is also changing. From communicating with HCPs about product efficacy, safety protocols, and emerging clinical studies usually involving one-way dissemination of information, pharma marketing is evolving to two-way communications across channels. It’s about putting patient needs in the forefront and interacting with them on the channels they prefer. This includes various digital channels, such as social media, websites, mobile apps, and email marketing.

Whether pharmaceuticals invest in robust content marketing or develop resourceful patient support programs, leveraging patient-centric data, insights, and behavioral science can help tailor meaningful communication and messaging that resonates with patients and delivers enhanced customer experiences.

Future outlook for patientcentric pharma

According to Deloitte, the next 20 years will reshape life sciences and healthcare, marking this period with great data connectivity, greater accessibility of health information, interoperable and open, secure platforms, and increasing consumer (patient) engagement. By 2040, consumers will have greater control over their healthcare decisions, and they will determine when, where, and whom they choose to engage with for their health.

For the pharma industry, patient centricity is evolving as more pharmaceuticals realize the value of patient-centric methods. However, there is room for growth in addressing significant unmet patient needs and ensuring optimal patient experiences and outcomes.

It involves the fundamental reshaping of the entire organization and focusing on the delivery of patient-centric experiences in all functions of the company, from clinical research and drug development to commercialization, marketing, and support services.

It’s about emphasizing broader patient engagement and satisfaction and going beyond digitizing their supply chain. It’s about keeping the patient at the core of all decisions.

Innovations and technologies, particularly in AI and real-world data, will be the key to enabling patient centricity. For instance, AI-powered predictive analytics enable personalized treatment strategies and help pharmaceutical teams and HCPs align strategies and decisions around the patient. Some companies are actively harnessing the power of AI for precision engagement, customizing behavioral nudges to align with an individual’s unique personality traits, motivations, care journeys, and specific engagement obstacles.

Wearable devices and mobile apps facilitate real-time data collection, providing better data on patient outcomes and can deliver behavioral nudges to improve patient adherence to treatments or lifestyle changes, while empowering patients to take control of their health through self-management.


But patient centricity is not all about digital technologies. Collaboration among stakeholders, including pharmaceutical companies, healthcare providers, regulators, and patient advocacy groups, is pivotal for navigating various challenges and implementing holistic patient-centric solutions.

Most importantly, pharmaceutical companies must look at ways to build the trust of patients to improve health outcomes, especially after the pandemic. Besides lowering prices, patient-centric approaches such as greater transparency and access to clinical trials, more awareness of patient service programs, and tailored communications at brand and corporate level can transform patient engagement.

Patient centricity in pharma represents a profound shift from the traditional product-centric philosophy to one that places patients at the forefront of decision-making and treatment processes across the lifecycle by better understanding and reflecting the holistic needs, preferences, and expectations of the patients. While many pharmaceutical companies are incorporating patient-centric strategies, research suggests there is more to do, and that patient centricity is the key to the future of health.

Patient-centric pharmaceuticals

Many notable pharmaceutical companies are already implementing patient-centric strategies to improve patient outcomes and experience. Here are some of them:

Novo Nordisk offers comprehensive patient support programs, including educational resources, personalized coaching, and financial assistance to help patients manage their diabetes effectively. They have also developed digital tools and mobile apps to support patient self-management and improve treatment adherence.

Pfizer initiated a Pfizer Patient Assistance Program, which provides free or discounted medications to eligible patients who cannot afford them. Pfizer also collaborates with patient advocacy groups to raise awareness about specific diseases and provide support to patients and caregivers, such as rare disease support programs. They are committed to improving diversity in clinical trials through various initiatives, including outreach programs to underserved communities and conducting targeted recruitment.

Roche has prioritized patient centricity in clinical research, drug development, and commercialization. They engage patients early in the drug development process to understand their needs and preferences, ensuring that their products address unmet medical needs effectively. Roche has an immense focus on personalized healthcare and also invests in digital health solutions, such as remote monitoring devices and patient apps, to empower patients and improve their overall healthcare experience.

AstraZeneca incorporates patient-centric approaches to clinical trials and drug development, integrating digital health solutions across clinical trials to provide a seamless connection between patients and data. They collaborate with patients, carers, and healthcare organizations to ensure that patient perspectives are integrated into every stage of the drug development process.


They also implement targeted recruitment strategies to improve diversity in clinical trials. AstraZeneca also offers patient support programs to streamline access and affordability and provides extensive educational resources to help patients navigate their treatment journey.

Merck has implemented the Merck Patient Assistance Program, which provides free medications to eligible patients who cannot afford them. Merck has a patient-centric approach toward research and drug development, working closely with patients, carers, and their advocates to design trials with patient’s needs and experiences in mind. Merck also collaborates with patient advocacy groups to raise awareness about specific diseases and support patient education and empowerment.

Astellas Pharma demonstrates a commitment to patient centricity with five dedicated teams to understand the patient’s experience at every stage of their journey, gather insights, and design solutions that address the patient’s needs. Their patient-centric focus is also demonstrated through helpful resources, patient support programs, which include access and reimbursement support, medication adherence support and access to nurse helplines, and collaboration with patient organizations.

Tools helping pharma become more patient-centric

THREAD Research provides virtual and hybrid clinical trial solutions to enhance patient engagement and recruitment. 

PatientsLikeMe is an online platform that allows patients to share their health experiences, connect with others facing similar conditions, and contribute to research efforts.

Verily Life Sciences a subsidiary of Alphabet Inc., develops digital health solutions to empower patients and improve healthcare outcomes.

Adheris Health offers patient engagement and medication adherence solutions for pharmaceutical companies.

HealthPrize offers a patient engagement and medication adherence platform that leverages gamification and rewards to encourage patients to adhere to their medication regimens.

Medisafe is a medication management platform that helps patients track their medications, set reminders, and receive personalized support to improve adherence.

Sensely offers a virtual health assistant platform that uses artificial intelligence (AI) and natural language processing (NLP) to engage patients in conversations about their health.

WellDoc offers digital therapeutics for chronic diseases such as diabetes. Their platform, BlueStar, provides personalized coaching, educational content, and real-time feedback to help patients manage their diabetes effectively.

Medocity offers a virtual care platform that enables healthcare providers to deliver personalized care management and remote monitoring services to patients.

CareSignal provides remote patient monitoring and engagement solutions that use automated text messaging to collect patient-reported data and deliver personalized interventions.

Vivify Health offers a remote patient monitoring platform that enables healthcare organizations to monitor and engage patients with chronic conditions in their homes.

Lark Health provides a digital health coaching platform that uses artificial intelligence (AI) to deliver personalized coaching and support to patients with chronic conditions.

Wellframe offers a mobile-enabled care management platform that empowers healthcare organizations to deliver personalized care plans and support to patients with complex needs.

TriNetX is a global health research network that provides a platform for clinical researchers to access real-world clinical data and identify potential study participants.

Clincierge offers patient concierge services for clinical trials, helping to remove barriers to participation and improve the patient experience.

RDMD is a healthcare technology company focused on accelerating drug development for rare diseases. Their platform uses data science and AI algorithms to aggregate and analyze real-world patient data, including electronic health records, genetic information, and patient-reported outcomes. develops AI-powered solutions to optimize clinical trial operations and patient recruitment. 

Antidote is a digital health company that connects patients with clinical trials through an online platform and patient recruitment services.