Patient recruitment remains the leading cause of delay for getting new medical products to market. These delays increase clinical trial costs and can cost Sponsors millions per day in drug-patent protection loss. So how do we, as an industry, combat this?
One solution is through “patient-centricity,” which is defined as, “Putting the patient first, in an open and sustained engagement of the patient to respectfully and compassionately achieve the best experience and outcome for that person and their family.” (AstraZeneca Pharmaceuticlas, n.d.) This solution seems to resonate throughout the industry, and why shouldn’t it? It is a lofty and worthy cause to put all patients first, especially in the clinical trial arena. However, the industry might be misinterpreting this concept, and the consequences are concerning.
“Patient first” could have several interpretations, from ethical to operational. However, it does not mean “direct to patient.” Except in life threatening situations, patients do not want to be their own advocates. When confronted with an injury or illness, they want their trusted doctor to diagnose, explain, and prescribe a solution. The patient is rarely interested in how the molecule works; they just want to feel and live better. And, in the rare situation that the provider can’t help, a referral is made to a specialist, but referrals aren’t often made to clinical trials.