In a competitive market, brands rely on their reputations to give them an edge. However, these reputations are built on perceptions — and because it’s up to consumers to develop their own perceptions, brands may feel as though they have less control in developing lasting loyalty. This is especially true in the pharmaceutical industry due to where pharmaceutical manufacturers reside within healthcare’s value chain. In the patient-doctor relationship, pharmaceutical companies are the left-out third wheel.

EVERSANA’s Jeffrey LaVaute discusses how patient centricity is a foundational principle that informs the healthcare decisions that we make.