Patient-centered outcomes research (PCOR) has become a regular feature of HEOR discussions. However, our collective community must assess, “How far have we come?” What are the benefits of incorporating PCOR findings in healthcare decision-making and the development of innovations? What are the risks of failing to incorporate PCOR findings? What is the value to various stakeholders, including patients, clinicians, product innovators, and payers of incorporating PCOR considerations in their decisions? This session will examine the PCOR landscape, what constitutes authentic patient-centeredness, and what additional efforts are needed to capture and leverage what patients and their caregivers value.