If there’s one silver lining from COVID-19, it’s that the pandemic has brought the need for patient-centric transformation into sharp relief – and it’s likely the industry will come out the other end with a better understanding of this than ever before.
As this issue’s title suggests, patient centricity is about more than just talking points and marketing strategies – it requires companies to truly listen to, engage with and partner with the people they serve, and in putting this month’s Deep Dive together it’s been great to see that so many pharma firms are now taking this to heart.
Not only that, but we are seeing patient insights being considered at every stage of a product’s lifecycle, from product design to clinical trials and even post-marketing patient services. In this issue you can read expert viewpoints from across the industry on how pharma can optimise its patient engagement at all these stages.
The next step is to figure out how we can make these changes stick over the next few years – but after listening to this month’s interviewees I think it’s fair to say that pharma has never been in a better position to do just that.
I hope you’re all staying safe in these unpredictable times!
George Underwood – editor, Deep Dive
Next issue: R&D in 2021
• Digital transformation in clinical trials
• Raising awareness of rare diseases
• How specialised commissioning is evolving
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