In the pharmaceutical and biotech sectors, producers are used to working with wholesalers to reach hospitals and doctors - their idea of the ultimate customer. Hussain Mooraj, research director with AMR Research, discusses the need to put the real customer - the patient - front and center in the minds of supply-chain managers. All parties in the chain must do a better job of sharing information and devising "joint-value" creations that reflect end-to-end, demand-driven supply chains. But obstacles stand in the way, not the least of which is a "silo" mentality which prevents the sharing of critical information between partners, and sometimes even within companies. As the industry transforms itself into a series of "mega-channels," a small number of businesses are beginning to take the patient as their starting point for supply-chain transformation. [Run Time (Min): 14:07]