Patient Journey Narratives Deliver Actionable Insights Capture longitudinal patient experiences and elicit drivers of decision-making. Patients have an active and growing voice in their medical care. Factors such as the advent of DTC advertising, health information websites, and increasing financial responsibility for their treatments means patients are more more informed and engaged in these decisions. Understanding the emotional and physiological aspects of how patients see their journey with their condition is critical for marketers. It helps them create more impactful disease state campaigns, product experiences, marketing campaigns, compliance programs – essentially any direct patient marketing outreach. ZS created Patient Journey Narratives to provide a deep, personal under

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