Physicians who show true empathy for their patients tend to have better outcomes. Their patients stick to treatment plans, heal faster, and have fewer hospital readmissions. The same principle applies to pharma companies trying to market to physicians, write Pratap Khedkar and Malcolm Sturgis.
The new generation of individualized treatments will require life sciences companies to evolve how they reach and educate the healthcare community. Matt Wallach asks, are your commercial operations up to the task?