The presentation emphasises the significant impact of patient engagement on brand performance, particularly through digital engagement. It highlights how digital tools can enhance patient adherence to their medication, drive brand loyalty and real-world evidence generation, and healthcare provider satisfaction. Traditional patient support methods often fall short due to issues like app fatigue, complex user journeys, limited personalisation, and privacy concerns. We address these challenges, outlining a patient-centric approach involving patient journey mapping, personalised engagement strategies and how to capture robust engagement metrics to help drive commercial impact and better patient health outcomes.  The actionable frameworks, real-world examples, and insights into integrating emerging technologies, make it relevant for digital, commercial, and patient support professionals.