Traditionally, pharma launches have been all about the new drug or medical device in question: its clinical efficacy, its safety, its superiority to alternatives, and its ease of use. Any issues with customer satisfaction and loyalty are identified and tackled after the event. At PDS, we are initiating and meticulously following the practice of transforming from product to customer experience, as our proven way to launch our pharmaceutical products. Starting with the customer is our drive. By addressing pain points along patient and prescriber journeys, we can increase customer satisfaction, improve adherence, and boost revenues. As complexity increases in the pharma market and competition intensifies in areas such as oncology and immunology, optimizing the customer experience becomes even more important. A “one size fits all” approach to launch will no longer work, thus, specializing and putting the customer needs first is the key to our success.