What is the right balance between the pivotal role of data in personalizing healthcare experiences and the significance of prioritizing the human element in pharmaceutical development? Amy West, Head of US Digital Transformation and Innovation for Novo Nordisk, shares her recent work and perspective on leveraging technology and data to revolutionize patient care and customer engagement in the US market. Amy shares the experience of Novo Nordisk's internal innovation incubator, as they unravel the intricacies of digital transformation, patient experience, and the delicate balance between ethics and innovation in the pharmaceutical industry. She sheds light on how her team is using cutting-edge technology and data to not only improve customer engagement but also to understand and address the root cause pain points and social determinants of health, forging a path toward a more holistic approach to patient care. Ted and Amy discuss:The holistic approach to healthcare: addressing root cause pain points and social determinants of health.Navigating the ethical complexities and regulatory challenges in pharmaceutical marketing, illustrated by the oxycontin story.The transformative power of data in personalizing healthcare experiences and prioritizing the human-centric approach in pharmaceutical development.