On the edge or over the edge? – Using creative insight techniques within the healthcare sector
Heike BäumlisbergerBristol-Myers Squibb Pharmaceuticals, United Kingdom and BHBIA
Rachel MedcalfAdelphi Research, United Kingdom
INTRODUCTION
No longer solely reliant on clinically driven marketing tactics, the ever more competitive healthcare market research sector is increasingly seeking to utilise more inventive and customer-savvy techniques as patients' needs drive more creative brand communications. However, in the quest to seek deeper insights and embrace the most cutting edge approaches, we need to plan meticulously to ensure we remain within the strict guidelines and legislation that govern the...