In this edition, Jennifer Curtis connected with Hensley Evans and Tina Shepley to discuss the need for more market-shaping activities geared towards patients to ensure a successful product launch. 

Highlights from the episode include: 

·       Activities that traditionally focus on HCPs and how patient-targeted campaigns are often “tick-the-box” exercises 

·       Pharma’s need to invest early and strategically to understand the patient experience and define engagement objectives

·       Advice for manufacturers to go beyond the brand needs and understand patient needs in individual launch markets