About the episode: It's estimated that only 20% of health outcomes are due to clinical care, with the remaining 80% as a result of social determinants of health. Medicine development leaders must understand the broader context of patient lives in order to create therapies with real-world efficacy. In this podcast, Noël Theodosiou tells us how she's working with life science companies, to understand and contextualize the real world that patients live in to create therapeutics that fit in the environment to deliver actual impact. Noël argues that taking an approach that combines biology, psychology and sociology provides companies with decision-making capabilities that connects good business practices with life science's social contracts with patients. About the Speaker: Noël Theodosiou is principal, founder and CEO of Luminous, which empowers organizations in the life sciences with insights, strategies, and capabilities that lead to better outcomes for patients, business, and society. Using proven methods such as behavioral science, culture and discourse analysis, and cutting-edge methodologies such as biosemiotics, we identify and address the myriad factors that influence health outcomes. www.luminouseffect.com. For more information on PharmaTalkRadio podcasts, visit theconferenceforum.org.