Patient centricity seems to be an obvious focus for pharmaceutical companies. After all, their core business is to develop drugs and treatments to meet specific patient needs. Yet, patient centricity is not evident across the end-to-end pharma value chain, from identifying unmet patient needs through drug discovery and development to product availability and treatment. For example, on average, 30% of patients leave clinical trials before their scheduled treatment completion date, often because of the high burden of the trials on their lives.