Moving Beyond the Sales Conversation to Build More Valuable Partnerships in Patient Care

Pharmacists are increasingly central to patient education, medication management, adherence and access, but what do they actually need from pharmaceutical companies? This candid session explores how pharma can better understand the realities of pharmacy practice, deliver more meaningful value, and build partnerships that support both HCPs and the patients they serve.

• Earn HCP attention: Understand what makes pharma engagement useful and relevant, and what gets ignored.
• Support pharmacists in practice: Explore information, resources, education and patient-support tools that can genuinely help pharmacists deliver better care.
• Build stronger partnerships: Identify how pharma sales and marketing teams can move beyond transactional engagement to create more trusted, patient-focused relationships with pharmacists.

The strongest pharma partnerships start by understanding what HCPs actually need, not simply what pharma wants to communicate.