GSK: Targeting persistent pain sufferers

GlaxoSmithKline (GSK), a pharmaceutical company, used deep ethnographic research to uncover what it is like to live with persistent pain, increasing empathy among clinical and market research professionals in the UK and Germany.

Campaign details

Brand: GlaxoSmithKlineAgency: FlamingoCountry: UK/Germany

Synopsis

This is a project driven by empathy, from start to finish. From the outset, the aim was to not only drive empathy with sufferers of persistent pain, but also empathy with GSK teams in order to address their barriers as individuals and professionals. The research approach was designed to be empathetic to its participants' needs; the insights from the research were communicated in a way that was empathetic to how the client team needed to learn about their consumers' lives; and ultimately it was turned into strategy that...

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