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International Clinical Trials

The Patient Journey





One of the most notable changes in the pharmaceutical industry over the past 10 years is the market shift towards implementing patient-centric practices, programmes, and initiatives as patients are empowered to become more knowledgeable and involved in their treatment. As a result, many life sciences companies are adapting to revolve around the patient at every step of the product lifecycle. This shift from product centricity to patient centricity is moving at varying rates, but it is generally agreed that better patient centricity results in better business and patient outcomes (1).

‘Patient centricity’ can be thought of as the process of designing a product, service, or solution around the patient. In reference to medical products, patient centricity is often the focus during clinical development, with the safety and outcome of every patient in a clinical trial being paramount. During post-approval, the focus is distributed across payers, healthcare providers, regulators, and other company stakeholders. Building patient centricity into every phase of the drug development process requires a comprehensive approach that draws upon numerous stakeholders within the healthcare ecosystem.

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About the author


Susan Najjar has over 25 years of industry experience with several years in senior leadership and consulting positions. Prior to joining Sciformix, a Covance company, Susan oversaw global marketing activities for Thermo Fisher Scientific’s informatics division, developing growth strategies and implementing innovative marketing programmes. Prior to Thermo, she was accountable for establishing the Gillette Company’s North American Blades and Razors forecasting and planning, executing software product launches at Sun Microsystems, and consulting senior pharma executive teams at Deloitte & Touche. Susan has an MS in Biochemical Engineering from Tufts University, US, and an MBA from MIT Sloan, US.


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