Abstract:

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.