Akash Pathak, director, Digital Strategy, AbbVie, outlines the key learnings from the consumer world and the patient journey, and bringing them to the world of pharmaceuticals. Pathak says that it is important to remember that physicians are often similar to consumers outside of the hospital, and that the personalization and digital tools used in the consumer world can often be equally as effective in the world of health care. For more information visit www.digitalpharmaseries.com/east/