This talk will explore how we improved medication adherence and patient safety by not thinking like clinicians and instead centering the needs, realities, and understanding of the patient. Too often, medication information is technically accurate but practically unusable. This session will show how we can make it accessible, meaningful and actionable, especially for people living with long-term conditions like diabetes. We will also discuss how we partnered with pharma across their pipeline from R&D, clinical trials to bringing the drug to market.