You know the feeling. You believe strongly in an idea that hasn’t yet hit the mainstream. You talk it up, write about it, join a march, advocate for it, and sometimes even beg people to give the concept a try. So here we are. Patient centricity in clinical research has hit the mainstream. There is no conference that doesn’t include the topic on the agenda – and many have absorbed it into their meeting titles and promotional materials. No group of clinical trial professionals gets around a table or on a conference call without at least three people using the phrase “patient centric” during the discussion. Some companies even require that clinical teams incorporate patient centricity into their study design. Great progress, you say.