Beyond the patient – connecting with the health consumer
Jane Shirley and Tom AtkinsonInsight Research Group, United Kingdom.
INTRODUCTION
This paper is based upon the research findings of an independent study carried out to investigate the world of the modern healthcare consumer. Taking chronic back pain as an example condition, this paper describes how a holistic approach to research, applied within the framework of a pioneering new quadrant model, can yield a deep understanding of the needs and motivations of the healthcare consumer, and of the complex inter-relationships at play within their environment.
Furthermore, this paper discusses...