Start with experiences, not assumptions
Beyond meeting regulatory and payer asks, taking patient feedback into account can change the way your trials work, and the quality of your outcomes. Listening to patients can give you a different point of view on what constitutes better treatment. So you can design trials that respond to what patients value, and get to better treatments faster.
That in turn can support significant differentiation and attendant advantages, both in gaining market access, achieving regulatory acceptance and finding the highest and best applications for your therapy.