Video storytelling in medical ethnographic research

Date of publication: December 4, 2017


Patients have become the center of most pharma companies' worlds. Immersions are perfect for clients who want and need to understand the patient's world at the individual customer level - to offer better solutions and better serve patients with more customized products. This paper discusses the role of video-based research methods in medical research, why this method is particularly effective for helping those with multiple chronic conditions, to identify patient-centered improvement opportunities, and communicate effectively to clinical and administrative leaders and decision making stakeholders.

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