In many industries, end-user centricity has been at the centre of attention for a long time, yet the healthcare industry has been somewhat lagging behind. Yet, today’s patients are increasingly striving for self-control in their lives; they want to be empowered – in relation to their own health, and when they suffer from a disease. This is one of the reasons why the industry is keen to strengthen direct engagement with patients, and why some healthcare companies are on a steep learning curve to find out how they can do this in the best possible way. In this session, we will share insights from Manyone’s work in understanding patient empowerment, and how we use these insights to help companies move towards genuine patient-centricity.