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Chiara Puri Purini, Founder and Vice President of Melanoma Italia Onlus Maureen Alivon, Patient Centricity Project Leader for Melanoma, Pierre Fabre Carline Chaves Almagro, Patient Centricity Project Leader for Colorectal Cancer, Pierre Fabre INTERVIEW Listening to patients with the Patient Centricity Competition In 2020, Pierre Fabre launched the inaugural Patient Centricity Competition for its subsidiaries. The aim is to uncover and support local projects that meet the needs of people with melanoma or colorectal cancer, in close collaboration with patient associations. This project is aligned with the Group's overall strategy of offering support for patients at every step of the care pathway. Six participating subsidiaries submitted their projects for the competition, and the winner of the 2020 Melanoma Prize was an Italian project entitled “Target Melanoma”. What is Target Melanoma? How will it help patients throughout their care pathway? Chiara Puri Purini A total of 579 patients and 225 dermatologists completed a survey designed to identify the reasons behind the late diagnosis of melanoma and other shortcomings at various stages of the care pathway. The questionnaire revealed vast differences in perceptions. For example, 40% of patients said that the consultant only spent 10 minutes discussing the diagnosis, whereas 83.5% of dermatologists believed they spent the necessary amount of time. Our project hopes to improve patient care and encourage prevention, which is the only real solution for melanoma. How is this project different to others? Carline Chaves Almagro It fully meets all four criteria: provide a direct benefit for patients and meet their needs; have an impact on treatment waiting times; involve patients and associations in the decision-making process; and encourage synergies between the various players. Maureen Alivon One of the strengths of Target Melanoma, which involved four patient associations and nine dermatologists, is that it had clear goals and a targeted strategy: identify the reasons for late diagnosis, and formulate specific recommendations, to ultimately provide real and long-term benefits for patients. How did Pierre Fabre contribute? C. P. P. Pierre Fabre gave us financial support and also made it much easier for us to deal with the doctors. This project is the fruit of close collaboration with a Group that pays particular attention to patients. C. P. P. Our Italian subsidiary has made its expertise and network available to health care professionals. For Pierre Fabre it was a chance to participate in specific patient-centered projects. BUSINESS MODEL 37