For decades, pharmaceuticals have operated as functional interventions in a patient’s journey.
A prescription is issued, instructions are followed and outcomes are measured clinically. The relationship is transactional: diagnose; treat; move on.
But that model is breaking down.
Patients are no longer passive participants in their care. Trust in the system is breaking down. They are actively seeking information, experimenting with treatments and, crucially, making decisions outside of clinical advice.
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