For many new therapies, Diversity, Equity, and Inclusion (DEI) is as much a commercial imperative as a moral and regulatory one. For some diseases, think sickle cell or substance abuse disorders, prevalence of the condition in minorities outstrips the general population. Yet, the patient services key to market success are frequently built on frameworks constructed for majority white patients. Physicians need ways to engage and educate patients that are both culturally appropriate and comfortable for these individuals, not comfortable for the manufacturer or the larger healthcare system. Join a panel of experts as they discuss the steps necessary to create a personalized patient journey that promotes DE&I and ultimately provides underrepresented patient communities with access to innovative therapies.