Biopharma has spent decades designing two separate journeys — one for the HCP, one for the patient — and wondering why neither one feels complete. In this session, Karen Root argues that the HCP–patient silo isn't a workflow problem or a technology gap. It's a worldview problem, and it's costing the industry trust, adherence, and outcomes. Drawing on cross-industry CX frameworks and real examples from inside pharma, Karen makes the case for treating customer experience as systems-level infrastructure — not a campaign, not a channel, and not a committee. Attendees will leave with a clear model for closing the loop: unified signals, orchestrated touchpoints, and a single accountable function that owns the full journey from first awareness to long-term adherence.
