Q&A

Right now, people's knowledge is wrapped up in a lot of noise. [...]this is a conversation that isn't a one-size-fits-all, and requires us to not only combine forces as an industry, but to be consistent in our messaging, and keeping in mind that we need to personalize the conversation with patients in order to stay engaged. The tactics are the last thing;by doing the upfront work and understanding the patient, adding in the evidence, and getting to that conversation blueprint, that allows us to build tactics that are going to have more meaningful effects on the ability to not only motivate a patient to participate, but to maintain that motivation throughout the trial.