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Award for Patient-Centricity

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Judging criteria:

Evidence of deep market and customer/patient/carer insight (15)

  • Demonstrate how you gained deep and meaningful insights into patient needs throughout their journey, and where interventions could lead to better outcomes
  • Clarity of rationale for creating a customer-centric organisation and how this was achieved

Clarity and appropriateness of objectives (10)

  • Demonstrate how your objectives related to all stakeholders and reinforced each other
  • The rigour and ambition of your objective setting – specific, measurable and time-based

Quality of strategy development based on insights (15)

  • Demonstrate how you aimed to address patient needs in your strategy
  • How the organisation’s approach to strategy development has changed to become more patient-centric

Quality of execution (10)

  • Evidence of differentiation and enhanced value for, or engagement of, the patient

Quality of measurement and learning (10)

  • Demonstrate how metrics have been applied to measure outcomes, take further action and enable learning
  • Demonstrate how collaboration with stakeholders took place along the patient journey to more fully understand needs and opportunities
  • Demonstrate how data captured is being leveraged and used to adapt strategy and tactics on an ongoing basis

Quality of changed perceptions and behaviours

that will deliver improved health outcomes (15)

  • Measure of change in patient behaviours or outcomes
  • Direct patient feedback
  • Evidence of customer, patient or carer engagement and positive supportive statements from patients (and, where appropriate, HCPs)

Patient-centricity is a mindset that challenges organisations to engage and collaborate with patients to get critical input to determine the best strategy that will improve patient outcomes.

This category recognises work that has put the patient centre stage in the development of strategy, which may involve a change of culture and staff upskilling, to create alignment towards a common cause and ensure patient-centricity
across the entire product cycle. The process should be transformational and clearly demonstrate that the patient and not the product has been foremost in mind throughout.

The entering organisations could include pharma companies, biotech companies, agencies and provider organisations and work can include (but is not limited to):

  • Development of skills and expertise that enabled teams (from R&D through to commercial) to focus on the needs of the patient
  • Defining outcome measures based on meeting patient needs as well as clinical indicators
  • Evidence of patient involvement in materials development or testing
  • Engaging the patient or carer in co-development
    of support solutions
  • The role of technology in collating patient data or patient insight generation
  • Collation of real-world evidence to inform strategies to improve outcomes.

This category relates to work carried out between January 2019 and June 2020.


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PMEA Awards 2020

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020