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