The document discusses how pharmaceutical companies can improve patient outcomes through better patient services. It finds that while patients value services and pharmaceutical companies are investing more in them, few patients or healthcare providers (HCPs) are aware of the available services. Pharmaceutical companies primarily rely on sales representatives to promote services to HCPs, but most sales reps do not discuss services and HCPs rarely discuss them with patients. The document argues that pharmaceutical companies should focus on promoting services and their ability to improve outcomes in order to increase awareness and use of services among HCPs and patients.