Be hungry for knowledge about what matters to patients; and what happens to patients who use your products
Use this knowledge to drive change and improvement
Work in collaboration with patients, carers, lay advisors, patient groups, to shape R&D priorities & to drive change & improvement
Give patients a meaningful say in how you run the business
In clinical trials have high standards of ethics, disclosure and participant experience (eg if they took part in your trial, tell them the results)
Have high standards of ethics in sales, marketing and promotion in all markets
Engage generously with patient communities and charities driven by understanding of need for capacity building in the charity sector
Try to narrow inequalities
Have robust processes for managing tensions and trade offs