This white paper argues that patient centricity alone is inadequate; a holistic engagement framework is needed. The pandemic has lengthened patient journeys and reduced patient availability; oncologists and haematologists report seeing 23 % fewer patients than pre‑pandemic. Digitalisation and hybrid trials now allow remote monitoring, and most patients prefer flexible participation. Early and sustained patient engagement helps trial recruitment and retention by incorporating patient needs into eligibility criteria, endpoints and trial design. Patient inclusion is also key to improving launch performance, as post‑pandemic medicines face slower uptake. Regulators increasingly demand patient engagement, pushing sponsors to adopt frameworks that amplify patient voices throughout product develo

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