On the edge or over the edge? - Using creative insight techniques within the healthcare sector

This presentation addresses the somewhat conflicting developments in healthcare research overrecent years - a move toward ever more innovative, consumer-driven research approaches, and the increase in guidelines and legislation specific to this sector, intended to preserve patient and public safety and to promote transparency in the industry.

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...

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