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THOUGH PATIENT-CENTRICITY has become the industry's buzziest catchphrase - and one that, some argue, has been overused or misinterpreted - Patients & Purpose CEO and founder Deb Deaver and her colleagues have used the agency's rebranding as a chance to evaluate what it truly means.
"Patient-centricity means a lot of different things to a lot of different companies," Deaver explains.
For Patients & Purpose, it means focusing on health literacy and helping patients become better self-advocates. "We're always looking to evolve our focus and the services we're bringing to market, so this is a natural thing for us," she continues.
According to Eliot Tyler, the newly promoted agency president, the concept of patient centricity has evolved beyond merely asking patients what they want. Now, the industry must also figure out how to deliver that content to them.
A few years ago,...