CIARA GREEN Experientia LAURA POLAZZI Experientia ERIN O’LOUGHLIN Experientia VITTORIA TRAVERSO Experientia This paper presents a clear and flexible model for understanding the concept of patient-centricity. This model emerged from our own ethnographic work in healthcare contexts, and was tested and strengthened with a literature review and interviews with experts and thought leaders in the healthcare industry. Our model posits that patient-centric care should be Personalized, Hassle-free, Active, Collective and Transparent (PHACT). Hospitals, payers, clinicians, Pharma and MedTech divisions (among others) can use these pillars as a guide to drive their transition to patient-centricity. The underpinning principle for the PHACT model is that ethnographic inquiry is the necessary path-maker for each stakeholder to understand the best ways to implement and maintain these five pillars of patient-centric care in their particular healthcare context....