When it’s time to get therapeutics into the hands of the right patients, there is generally a two-pronged approach to educate both the relevant prescribing healthcare professionals (HCPs) as well as their patients. While many biopharma companies are starting to think about the holistic experience of both HCPs and their patients, these activities are often executed separately. Both patients and doctors participate in exam room conversations. When patients do online research before visiting their HCPs, they are more likely to ask for and receive specific medication. When HCPs have had recent exam room conversations with informed patients, they are more primed to receive brand messaging from the field.

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