5. THE POWER OF PERSONAL OPINION
In pursuit of greater transparency and truth, people increasingly reject traditional forms of authority in favour of the collective opinions of their peers. This 'Trust Proxy' has become a powerful driver of choice. How can we help prescribers have better conversations with todays' 'power patients'?
6. NO QUICK FIX
Patient-Centricity is a long-term commitment to deep patient understanding and innovation - applying patient insight to molecule and product development and trial design, which in turn will create a more patient-centric proposition and brand narrative. The transition from a traditional disease-centric model is central, requiring new language and focus. Fundamental organisational and cultural change is key.