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In our latest Next Big Thing POV, Kevin Cast (Partner, Archbow Consulting) breaks down: What the rise of DTC/DTP means for the future of patient access Four critical success areas for navigating this new landscape Why telemedicine is the connective force linking awareness, access, and adherence The takeaway: Brands that move fastest to modernize access modelsand design for patients, not just prescriptionswill define the next era of healthcare innovation

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