Despite being a cornerstone of the product design process, Clinical UX Research remains largely undervalued and underutilised in the digital pharmaceutical space. This has become pronounced as the pharmaceutical sector journeys through an era of significant digital transformation; many organisations attempting to harness digital to reach their existing and new audiences are experiencing unsuccessful product launches and low scores on user experience measures. At best, these types of product failures represent significant inefficiencies and at worst, a risk to patient safety. During this talk I will outline what Clinical UX Research really is and why it is important in digital pharma, present some interesting data on the landscape of digital pharma, and outline the steps required to practically apply Clinical UX Research within digital pharma teams.