What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem

Catharine Bauer and Johanna Faigelman

This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.

What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem

Catharine Bauer and Johanna Faigelman

Introduction: Identifying a need for qualitative research

Until 2002, Hormone Replacement Therapy (HRT) played a critical role in treating menopause. With HRT, physicians felt they had an almost-miracle solution that could address all aspects of menopause. HRT offered physicians a clear and authoritative role that women valued. At the same time, women felt comfortable seeking the advice of their physicians early in their menopause experience since their physicians could offer them unparalleled treatment....

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