Geoff Rollason spent nearly 20 years in the NHS and a decade at Pfizer UK Oncology leading patient experience work. Now living with prostate cancer himself, he shares what really happens when industry tries to involve patients and why it so often falls short.

5 Key Takeaways:

1. Pharma still talks about patient engagement but rarely follows through because there's no short-term ROI and the driver is stockholder returns, not patient experience.

2. Patient insights panels fail when commercial colleagues aren't involved from the start and when the work is treated as a project rather than business as usual.

3. Hormone therapy for prostate cancer can cause crushing fatigue, loss of body hair, and profound changes to self-image that aren't adequately supported.

4. Geoff received just 43 minutes of clinical input over six months, highlighting the gap between keeping patients alive and supporting their quality of life.

5. Real patient-centricity means changing what marketers and commercial teams do in response to patient insights, not just collecting data.

Geoff Rollason is a patient advocate and former Associate Director of Primary Integrated Care in the NHS. He later led patient experience for Pfizer UK Oncology before retiring and being diagnosed with prostate cancer.

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