A Good Idea That Won’t Work

It seems no matter how many times companies try to understand why patients do what they do, they cannot bring themselves to admit that changing a patient’s behavior is the most difficult nut to crack. We mention this after we read a post on the FiercePharma which stated;

“The gap between drug efficacy in clinical trials and drug effectiveness in the real world has been a conundrum in pharma for years. Sanofi believes one of the keys to closing that gap is patient behavior. So, it's created a behavioral science advisory board to beef up its knowledge and . . .

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