Abstract
This study aimed to examine the relationship between Patient Centricity and employees’ customer orientation towards patients within pharmaceutical companies focused on new drug development. Patient Centricity, which emphasizes patient-centeredness, has generated significant attention in the pharmaceutical industry. However, no studies have reviewed Patient Centricity from an academic perspective and verified its effectiveness. In promoting corporate activities aligned with Patient Centricity, pharmaceutical companies must ensure that its intended content is disseminated to employees. Despite this, there is a lack of studies discussing the incorporation of Patient Centricity among employees. In this study, Patient Centricity is considered a management philosophy from the perspective of customer-oriented marketing research. The research investigates the process by which Patient Centricity is communicated to employees by modeling the relationship between corporate philosophy and individual employee perceptions and behaviors related to patients from the perspectives of reader’s perspectives theory. A survey of employees(n=905)in pharmaceutical companies focused on new drug development demonstrated that patient knowledge activities fully mediate the influence of Patient Centricity on customer orientation. This finding underscores the importance of employees engaging in specific activities based on Patient Centricity to propagate this concept within the organization and enhance individual employees’ customer orientation towards patients.
https://ror.org/0197nmd03 
