Patient Centricity Is Important, but Customer Centricity Is Imperative

Posted by Pratap Khedkar on Mon, May 01, 2017

Paul Darling co-authored this blog post with Pratap Khedkar.

Patient centricity was the rallying cry at last month’s eyeforpharma event in Philadelphia, with many speakers echoing the sentiment that the patient is at the center of what we do. That’s great in theory, and it has always been true for pharmaceutical products, but here’s one of the main reasons why patient centricity remains more of a talking point than standard business practice: The pharmaceutical industry has little control over ensuring that a patient benefits from a particular medicine. The patient may be at the center, but pharma is at the periphery.


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Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.


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