Abstract
Today's patients are more knowledgable than ever before and should be placed at the centre of their own healthcare decisions. Empowering the patient is, and always will be, a fundamental pillar of personalised medicine. Front-line healthcare professionals cannot treat a patient properly without taking into account his or her perceptions of value. They cannot treat a patient properly without taking into account that patient's lifestyle and, of course, they cannot treat a patient properly without creating equal access across the EU to the best possible treatments available. The authors of this article examine ways to enhance the empowerment of Europe's patients.