Specialty therapies now account for more than half of US drug spending. As innovation accelerates, patient support has expanded to include patient services, digital engagement, specialty pharmacy partnerships, reimbursement support, and personalized programs. As treatments become more individualized, patient journeys grow more complex. They require patients to manage treatment schedules, ongoing self-monitoring, caregiver involvement, and multiple transitions while interacting with providers, reimbursement specialists, specialty pharmacies, and clinical educators. The challenge is that patients rarely experience these capabilities one at a time; they experience how those functions come together, or don't, across their journey, which carries meaningful implications for how engagement is designed. Jennifer Wagner, Senior Vice President of Client Solutions at Momentum Life Sciences, examines why the conversation is shifting from building support to designing programs around how patients experience treatment.