Let’s be challenging, because Today I’m in that ‘devil may care’ space.
There’s no-one in the Pharmaceutical Industry now who isn’t claiming to be ‘patient centric’. It’s all about the patient. Brilliant, it should have always been that way (in many places it was).
I’ll be controversial, that doesn’t really cover us with glory, because patient centricity should have always been our mantra. To be fair, patient engagement has always been difficult here in Europe, due to regulations.
But is ‘being difficult’ a good enough excuse?
In the USA, things are different. But, I for one am glad that (in the UK at least) I don’t eat my Corn Flakes in front of TV adverts for advanced metastatic colorectal cancer therapy.
But is patient centricity really just about above-the-line, in your face messaging or psychologically ‘proven’ mumbo-jumbo about how to educate folks? Come on guys, really? Illness does not affect lives in ways that clinical trials, and so-called Real World Evidence elucidate.
Someone who’s ill, couldn’t give ‘two hoots’ about QUALYs or SF36. At Excipient, we take a very fresh angle.
Give us a shout. The truth is out there. More on this soon!