This is a new expectation... to contribute ideas and solutions to drive value beyond the pill. Beyond the industry's effort to think about patient initiatives other than being product/drug focused, what I believe, this statement really means is to put commercial goals in equal terms as patient goals. Not only that this is the right thing to do but because today, patients are amassing unprecedented influence and power.
As patients interact with various digital monitoring and assessment devices, they are building a new stream of health data and intelligence. In fact, more than just data, they are generating insights about themselves which will be the new driving force to influence and advocate for better treatments, care and outcomes.
Would it be worth measuring the patients' clout based on the quantity, quality, influence and impact of their health data on their health treatments and outcomes? I think this has enormous value.