There has been considerable discussion around 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; making it easier
for the patient to reach improved health outcomes. Justin Schroeder,
Executive Director, Marketing, Business Development & Design at
PCI Pharma Services, says 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 the supporting community of associated
service providers.