In this interview, Pfizer’s head of clinical innovation, Craig Lipset, discusses clinical trial innovation, observing that risk-averse company cultures fail to grasp that a status-quo mindset is itself a source of risk. He identifies Pfizer’s three biggest trial management challenges; patient recruitment tops the list. Learn how Pfizer addresses this through patient-centeredness–and why Lipset sees as his greatest accomplishment Pfizer’s decision to report trial results to all participants and return individual health data collected during clinical trials to patient. Lipset provides valuable insights into why patient-centeredness is crucial and how the digital revolution is reshaping patient engagement, data collection and the overall shape of clinical trials.