There has been considerable discussion about the concept of patientcentricity in the pharmaceutical community. The industry has taken a collective pause in an effort to re-evaluate and rethink longstanding approaches to drug development and commercialisation, with attention being recalibrated on the ultimate goal. Justin Schroeder at PCI Pharma discusses that this perspective is underpinned by the recognition that what is best for the patient will lead to beneficial outcomes for all stakeholders, including the drug company, the healthcare provider, and supporting community of associated service providers.