Patient-centricity is an individualistic approach. But, in real life, individual behavior is strongly influenced by context. By highlighting the social influences that impact patient behavior, we can identify forces that directly conflict with the behavior we want to promote. We can differentiate between those forces we may be able to change and those we cannot. As brands, our role and commitment is really helping support possible change: How do we help people act on the health decisions they’ve made for themselves? How do we empower them be more resilient to try and try again?

Our philosophy is based on behavioral science and a two-year ethnographic study where we followed 30 families to understand how they lived and dealt with acute and chronic medical issues from diabetes and mental illness, to infertility and cancer. The result: A new perspective on the kinds of support people really need and a firm belief that, as an industry, we need to shift from individual, patient-centric support to wider, more social-centric change.