Patient-centricity is both a mindset and an approach that challenges organisations to understand, engage and collaborate with patients effectively, in order to gain critical inputs in order to determine the best strategies that will improve the patient experience and outcomes.
This category recognises work that has put the patient centre stage in the development of strategy, which may involve a change of culture and staff upskilling, to create alignment towards a common cause and ensure patient-centricity across the entire product cycle. The process should be transformational and clearly demonstrate that the patient and not the product/company has been foremost in mind throughout.
We are especially interested in submissions that can demonstrate a fundamental adoption of patient centric thinking within the organization (for example new teams or techniques being implemented), not simply effective patient engagement campaigns.
Work can include (but is not limited to):
- Development of skills and expertise that enabled teams (from R&D through to commercial) to focus deeply on the needs of the patient
- Defining outcome measures based on meeting patient needs as well as clinical indicators
- Evidence of patient involvement in materials development or testing
- Engaging the patient or carer in co-development of support solutions, especially evidence of using modern techniques such as ethnographic research and behavioural change models
- The role of technology in collating patient data or patient insight generation and influencing patient behaviour
- Collation of real-world evidence to inform strategies to improve outcomes.
This category relates to work carried out between January 2024 and June 2025
