In this edition of our Inside Global Pharma podcast, Jennifer Curtis connected with Hensley Evans and Tina Shepley to discuss the need for more market-shaping activities geared toward patients to ensure a successful product launch.
Highlights from the episode:
- 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