ZS’s white paper introduces a patient-centricity framework for medical affairs built on four pillars: the patient journey, integrated care, understanding care gaps, and the voice of patients. It emphasizes mapping touchpoints across the care continuum to guide strategic interventions, leveraging integrated delivery networks (IDNs) for tailored engagement, and using real-world data to close disparities in access and outcomes. The framework promotes using patient insights throughout the product lifecycle and encourages organizations to adopt maturity models to assess and strengthen patient-centric practices, with diversity, equity, and inclusion at its core.

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