There are good reasons why patient centricity has become such a well-used term within the pharmaceutical industry. But, says Kantar Health’s Linda VerPlanck, the research approaches underpinning it must be able to deliver transformational insights that can, in turn, improve real-world outcomes.
Everybody knows the current clinical trial model is broken. But it’s not technology that will fix it – it’s a mindset shift towards seeing clinical trials through the ‘user’s’ eyes.
Digital health solutions that work in the real world must also be designed to effectively support the patient’s tasks and goals, while being engaging to use. In other words, they need to be built with patients, not for them, say Alex Butler and Gavin Birchnall.
