The pharmaceutical landscape is a rapidly evolving and complex ecosystem, comprised of multiple stakeholders with different needs. It’s important for these stakeholders to work toward a common goal: delivering value to patients. With an increased focus on precision medicine, early detection of diseases, development of novel therapies and patient support programs—along with greater investments in research and development—the importance of patient centricity is coming into view.
As indicated by more than half of the external respondents in the 2022 ZS medical affairs outlook report, medical affairs has the opportunity to move beyond its traditional role and participate in the development of novel medicines and patient support programs. Further, to ensure patient-centricity in drug development, the U.S. Food and Drug Administration’s patient-focused drug development guidelines provide direction to identify what matters most to patients for measurement in clinical trials. Specifically, these guidelines address how to design and implement studies to effectively capture the patient's voice.
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