Market forces are accelerating the pharmaceutical industry's efforts to deliver on human-centric care, propelling Patient Support Services even further into the center of pharma's commercial strategy. There is now greater attention to what, when, where, and how much support is being delivered to patients. Historical measurement approaches, however, are insufficient to help brands and organizations assess impact or optimize investments. As a result, Patient Services functions must rethink measurement. Learn more in this article by IQVIA Patient Services Strategy & Advisory experts Adam Sohn and Jessica Meservey