While patient-centricity is at the top of the agenda of most Life Science organizations, there is an urgent need for commercial teams to evolve their market research practices to cultivate a richer understanding of patients. But how do we cultivate this depth of insight, asks Gregg Fisher and Anthony Alvarez of The Stem.
Life Sciences companies can learn much from his emphasis on patient-centric inquiry – viewing patients from within the context of their personal lived experiences, delving into patient stories to understand how they got to be where they are and how they plan to move forward into the future.
Such understanding requires an intimate picture of the “patient journey,” and must encompass the physical, emotional and social course people take through time and place, including a patient’s experience at different touch-points in the healthcare system. Only this robust level understanding will shed light on why patients behave as they do, where they need the greatest help, and how to offer that help in ways that will connect and overcome the barriers that exist.
There is room for a variety of insight techniques to understand the patient journey. But one of the most powerful, yet under-used, is ethnography. Contrary to the way some people think about it, ethnography is not just interviewing patients at home (or doctors in their offices). Ethnography is a way of observing people and understanding them using a holistic perspective.
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100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
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Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]