More and more, patients are playing an absolutely critical and pivotal role in their own health care. Previously patients may have been happy to receive information and support about their disease, the symptoms of it, and their treatment from their health care professional. But now patients are absolutely at the center of the care that they receive. Not only are they looking to their physicians for information and support about their treatments - but patients also looking for information themselves via both traditional and digital channels, such as the internet, patient support groups, and community groups. The key to an effective program that measurably improves patient engagement and adherence is gaining a comprehensive understanding of who a patient with that particular disease is – building a patient profile to understand what information and support they need, plus when and how they would like to receive that support and information. Multiple channels need to be available to deliver content that drives engagement, education, and adherence. And those channels need to be selected according to the profile and preferences of that particular patient.