Post‑COVID remote care and data collection have accelerated patient autonomy and personalised support. Patient support programmes (PSPs) must tailor services to individuals’ disease stage, demographics and behavioural drivers, using AI‑driven insights and behavioural science to deliver the right content at the right time. PSPs should provide psychosocial support, facilitate flexible patient–HCP interactions and use predictive algorithms to anticipate needs. Collaboration with patient advocacy groups enhances resources and co‑creates services. Combining patient data, behavioural science and technology offers pharma opportunities to design better therapies and support programmes, but requires addressing inequity and starting patient engagement early in drug development.

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