Spotlight Stage: The Missing Layer: Closing the Patient Experience Gap That Breaks Launches
Wed, Sep 16
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12:55 PM - 01:10 PM
Spotlight Stage - Hall E
Session details:
- Why nearly 60% of launches underperform in year one for reasons unrelated to the therapy — and why the failure is almost always a patient-understanding failure, not a product one.
- Where traditional evidence stops: claims data, KOL boards and five-minute surveys explain what happens to patients, but not why it happens — and the gap between the two is where launch assumptions break.
- What emerges when patients are asked directly, at scale: real examples across immunology, rare disease and dermatology where the patient-reported picture diverged sharply from the clinician-reported one — diagnosis timelines, treatment switching, silent discontinuation, and the payer consequences of dosing decisions.
- How to operationalize continuous patient experience intelligence as a foundational layer beneath commercial strategy — completing existing RWE rather than replacing it, and validating personas before campaign spend rather than after.
