Opinion: Adopting a Patient-Centric Approach Is a Competitive Advantage

Bringing patients into the drug development process early has proven to save time, money and resources.

Apr. 14, 2026 at 4:05am

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A translucent X-ray photograph revealing the intricate internal structure of a medical device or pharmaceutical product, conceptually illustrating the importance of incorporating the patient perspective into the design process.An X-ray view of a medical device highlights the complex inner workings that must be carefully designed with patient needs in mind.Boston Today

In this opinion piece, Charlotte Moser, chief medical officer at Parexel, argues that truly putting patients at the center of drug development is not just a slogan, but a competitive advantage that can accelerate research, improve trial design, and build long-term trust. Moser advocates for actively involving patients from the start by partnering with them on study feasibility, protocol design, and understanding their needs and burdens.

Why it matters

For too long, strategic decisions in drug development have been made without directly engaging with the patients the industry aims to serve. Moser believes that by rebuilding research structures around the people they serve, companies can design smarter trials, improve enrollment and retention, and ultimately get therapies to market faster.

The details

Moser, who has worked in clinical research for over 30 years, has seen firsthand how siloed scientific, medical, clinical and business processes often fail to incorporate the patient perspective. At Parexel, she is part of a team that advocates for using patients' input to shape research from the start - influencing study feasibility, protocol design and commercial success. This partnership takes many forms, including focus groups with patient advocacy groups and consultations with patient advisors who review draft protocols. Patient-suggested adjustments, such as rethinking visit frequency or making certain procedures optional, can make the difference between a study that succeeds on paper and one that succeeds in practice.

  • Earlier this year, Moser moderated a conference session where a patient shared her story of how a gene therapy changed her life.

The players

Charlotte Moser

The chief medical officer at the clinical research organization Parexel, who is advocating for a more patient-centric approach to drug development.

Parexel

A clinical research organization that is working to incorporate patient input and partnership into the drug development process.

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What they’re saying

“Moments like this can restore our purpose, helping us to find new motivation, creativity and a deeper sense of urgency. In my own work, I take time to ensure my teams understand that behind every study, scan and blood sample there is someone who is waiting for better options. Suddenly, study data represents someone's hope for the future.”

— Charlotte Moser, Chief Medical Officer, Parexel

The takeaway

By actively involving patients in the drug development process from the start, companies can design more effective clinical trials, improve enrollment and retention, and ultimately get therapies to market faster. This patient-centric approach is not just a slogan, but a competitive advantage that can drive innovation forward.