Philips Healthcare engaged BrainJuicer to set up a project in which patients with serious pulmonary conditions were able to share their experiences. This case study demonstrates the use of an innovative methodology: a project within a multi-client online community environment to create a channel for extremely sick people to make themselves heard, and for a major medical equipment manufacturer to hear what they were saying. Philips Healthcare was able to derive a more holistic appreciation of patient needs, and a key learning from the project was the extent to which the participants themselves benefitted from taking part.
In designing for an environment as multi-faceted as an operating room, with its complexity of teambased roles and protocols, mixture of high and low-tech, and spatial and ergonomic challenges, a comprehensive picture of hidden factors and needs often becomes fragmented by the production demands around individual products, services, or roles. For 12 weeks, the embedded design group SPARC at the Mayo Clinic conducted in-depth, qualitative research to expose a vast range of hidden factors and user needs in live cardiovascular surgery rooms to gain a holistic understanding of critical issues related to team performance. This research highlights SPARC's unique role and challenges in healthcare environment innovation.
The online sharing of health-related information has led a grassroots revolution, with technologies like ListServs enabling physicians to share best practices, and public forums like Diabetes.org enabling information exchange. But until recently, uncertain about remaining compliant with regulations governing adverse event reporting and off-label usage, healthcare providers and pharmaceutical companies have been conspicuously absent from the web 2.0-enabled conversation. This presentation shares what Communispace, a provider of private market research online communities (MROC s), and 15 of their pharmaceutical and health care clients learned about recruiting, engaging, and generating business-changing insights from patients and healthcare professionals. while remaining compliant with the myriad of regulations governing privacy, off-label usage, and adverse event reporting.
While a serious health issue, getting sunburnt is legal. In fact it's probably the least morally wrong of all issues facing teens in Australia today. This presentation is based on is a case study on how leveraging components of pop culture attractive to teens can not only produce a better research process but solid insights and strategic direction for youth focussed health campaigns.
The focus of this session is on design research methodologies and lessons learned from two designcentric case studies for cancer education and prevention awareness campaigns from the portfolio of projects developed by Designmatters at Art Center. The 'Es Tiempo' campaign challenged students to create communications persuading Latinas to comply with clinical guidelines for cervical-cancer screening and treatment. The 'Family Plz' campaign provided the opportunity to communicate about colorectal cancer prevention to a younger demographic by exploring social media platforms. Both campaigns provide a relevant jumping-point for a discussion about the value of design thinking and a multidisciplinary approach for improved innovation outcomes as well as engaging, contemporary public health messaging.
This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research. All too often, pharmaceutical marketers have a haphazard process for identifying targets. The result can be sub-optimal positioning strategies for new products and/or weak messages and other brand identity elements for in-line products. In an era of tighter regulatory approvals, shorter brand life cycles and fewer launch opportunities, it is critical for marketing, marketing research and other commercial functions to get it right the first time. This session will provide attendees with a systematic method for identifying global targets in an evolving marketplace.
Forecasting of new pharmaceutical products is in the midst of a revolution. Good forecasts must increasingly control for the impacts of health outcomes research, market access, pricing, and promotional response on usage and sales. Fortunately, the forecasting state-of-the-art has advanced to the point where each of these factors can now be successfully and explicitly accounted for. When these related but previously distinct disciplines are fully integrated with new product forecasting, the result is the ability to help pharmaceutical companies anticipate and manage the volume, revenue, and profit implications of business decisions. These new capabilities are collectively called 'business outcomes modeling'
This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy. A new research paradigm of social media research is developed and outlined. Having scraped over 39,000 unique online conversations, the natural language and sentiment of people towards the disease is demonstrated.
The BPO industry is one of the biggest drivers behind India's growth. Its workforce lies within the 20-40 age bracket and is part of the generation that 'must not be allowed to fail' if India is to live up to its promise. As such, wellness in this industry is critical for the national economy, for the global audience that it serves, and the economic paradigm of growth in emerging markets. This presentation looks at wellness trends within the context of the Indian BPO sector and the potential role of different stakeholders in making things better.
This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people. This research project investigated the various domains in daily life where the impact of ageing is most felt, and formulated recommendations to improve the lives of elderly individuals. Social media netnography was conducted to meet research objectives, aimed at formulating actions that have an impact on the day-to-day life of elderly, and results were analyzed with the aid of text analytics.
The challenge of establishing a leading brand in terms of market share and pharmacist recommendation in the OTC segment of pain relievers proves to be the ultimate task for marketing and market research: the coping strategies of sufferers seemed too long-established, the risk evaluation of patients and pharmacists too negative, and the dominance of leading main stream brands in the media and in consumers' minds too overpowering. The success story of the OTC-migraine therapeutic Formigran in Germany proves that the realisation of this market success needed unconventional research beyond well established standards and traditional ways of thinking.
This presentation demonstrates that most patient research may at best be dumbing down what we can potentially understand and at its worst reaching the wrong conclusions. The implication is that a different approach is needed and this presentation illustrates that there are considerable benefits to bringing the views of the normal healthy population into the mix.