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