Momentum gathering for Incite’s patient-centric approaches

Putting the patient at the heart of what we do in pharma is more critical than ever before. The paradigm shift towards patient-centred care requires the industry to focus on patients rather than products. Genuine patient-centricity involves consideration of patient needs across activities, from drug discovery and development, to marketing efforts at every stage of the lifecycle.

Incite regularly partners with pharmaceutical clients to design insights programs that support and enable patient-centricity. So far, this year, we have applied our patient-centric approach for clients in the areas of drug addiction, AML, prostate cancer, multiple myeloma, IBD and overactive bladder.

Earlier this year we were delighted to be short-listed for the award for ‘Best Patient-Centric Approach’ at the BHBIA’s BOBI awards. This submission described a research program for Allergan’s ophthalmology franchise. The work comprised a multi-step methodology including semi-ethnographic immersions with a video diary task followed by a quantitative survey amongst patients and their loved ones. We were sure to engage with a range of internal stakeholders at each step of the process to gain their support, and maintain an outcomes-led focus. You can find out more about the submission here:


The research program enabled foundational knowledge of the patient that has shaped an ophthalmic brand’s launch strategy, and influenced the wider outlook of the ophthalmology franchise. Specifically, it has led to HCP campaign development, patient support initiatives, and successful outreach and partnership development with key opinion leaders and patient associations. The data was so impactful it was used by a physician to prepare and publish a manuscript in the Journal of Clinical Ophthalmology.

Patient-centricity stems from a deep understanding of the patient and their journey with a condition, an appreciation of their values and needs and what is most likely to achieve a good outcome for them. Market research with patients is increasingly popular, but it should be undertaken at the right time with a clear objective in mind to deliver relevant impact on the business.

If you are interested in learning more about how research can best support a patient-centric outlook at your organisation, please get in touch.