The pharmaceutical industry is suffering. Expiring patents, increasing demands from regulators and decreasing healthcare budgets are putting companies under pressure, and the industry has to walk a narrow tightrope between keeping profitability up and quickly developing attractive medications. As patients are increasingly well informed, organised and powerful, a novel approach that some companies are looking into is patient-centrism. This means integrating patient inputs in each stage of the value chain, from drug development through commercialisation to lifecycle management. We carried out 50 in-depth interviews with industry experts to find out how this new model can hold the future for the bio pharma business.