Patient Centricity

At suAzio, we believe you should start with the end in mind.

Leaders in the healthcare, pharmaceutical, and life science industries have been focused on the concept of patient centricity for some time. We believe patient centricity is more than a buzzword. This means getting to know patients, understanding their unique journeys, and fostering meaningful inclusion at every step.

Having a thorough understanding of the patient helps your business in many ways – from product innovation to segmentation to marketing. suAzio offers a tailored research approach for every project, and we will work seamlessly with your team to plan and deliver for your specific business objectives.

Understanding Cultural Factors

The pharmaceutical and life science industries deliver value in this world by caring about the health outcomes of real people with real problems. Today, there are four major cultural factors dramatically altering markets for health-related products and services. These factors listed below are rapidly changing our world and our lives. The pharmaceutical and life science industries must adapt by empowering healthcare consumers with new technologies and earning their trust by engaging them as co-creators for improved outcomes.

Patient centricity is shorthand for the massive culture changes that must take place within health-related industries to accomplish these important goals.

Population Growth and Aging

Global population continues to expand, especially in developing countries. Meanwhile, about 10,000 “Baby Boomers” achieve retirement age in the US daily. Demand for care, in all forms, is rising substantially and will continue to rise for the foreseeable future. Markets will be challenged to find new ways of satisfying ever-increasing demand, particularly regarding treating chronic illnesses and degenerative diseases.

Rapid Technological Development

Rapidly expanding technological capability will continue to empower us in ways we can only imagine. Big data, artificial intelligence, the “internet of things” (including wearable technology) and virtual reality will all converge with profound effects on our shared knowledge, culture and individual lifestyles.

Consumer Empowerment

Connectedness is empowering. As the technology that enables global information sharing becomes ubiquitous, it puts ever-increasing decision-making power in the hands of healthcare consumers. 50 years ago, patient “connectedness” was limited and local. Healthcare consumers had to trust their physician or get a second opinion. Today, “connected” healthcare consumers have unprecedented access to a broad range of data and opinions on every conceivable health issue. Though the quality of information varies, healthcare consumers are empowered, at the very least, to know the standard of care and demand it. This trend will continue into the foreseeable future.

Trust as Currency

Jeff Bezos, founder of, believes in “trust as currency.” The principle behind Amazon’s incredible growth is also the foundation of successful sharing economies, such as Uber and Airbnb. What does this have to do with healthcare? In a word, everything. Healthcare consumer trust in physicians, hospitals, payers, and the pharmaceutical industry is extremely low, and despite the best efforts of the industry, will require monumental time and effort to correct.

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Want further insight? Our blog often discusses today’s relevant topics and provides food for thought when considering various types of challenges any study can encounter, based on our vast experience.

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