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Pharmaceutical Market Europe - May 2023

Pharmaceutical Market Europe - May 2023

Never underestimate the importance of the patient

In Danny Buckland’s article this month, he looks at achieving better patient pathways and the importance of acknowledging that, while digital tools can supercharge patient treatment and outcomes, the importance of the patient voice cannot be underestimated.

In Danny’s article, Su Smith from Origins said: “Assumptions are often made by those that are designing patient pathways, whether that is healthcare professionals, hospital administrators or pharmaceutical representatives, about what it might be like to live with a condition, be treated for it or what a patient may be able to do. The reality is often quite different.

“Patient insights are hugely valuable in creating pathways and it has been shown that patient engagement from an early perspective can help improve a range of care aspects.”

In the same article, Tina White from Wilmington Healthcare added: “If you really listen to patients’ concerns and understand where things are challenging for them, you can make the changes that will have the biggest impact for them and their patient experience.” Read more on page 38.

In our article by David Holtzman from the Bill & Melinda Gates Medical Research Institute, he talks about why TB remains a major global public health challenge and that innovative collaboration is required to address this and expedite drug development. Read more on page 16.

Looking ahead, our June issue will focus on creativity in healthcare. The last few years brought an unprecedented level of public attention to the healthcare industry, along with an increased focus on the role of social media, forcing industry to push itself out of its comfort zone of tried and tested forms of communication to explore new ways of engaging HCPs and patients.

If you would like to make your voice heard on this topic, please get in touch at

View Pharmaceutical Market Europe - May 2023 online

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Aptus Health

Aptus Health is dedicated to advancing health engagement. The company offers end-to-end digital health engagement solutions spanning all areas of...