Video Storytelling in Medical Ethnographic Research: Uncovering unspeakable dynamics shaping patients' everyday lives

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Introduction

Patients have become the center of most pharma companies' worlds. Immersions are perfect for clients who want and need to understand the patients' world at the individual, customer level – to offer better cure solutions and better serve their patients with more customized products, this paper discusses the role of video-based research methods in medical research, why this method is particularly effective for helping the needs of those with multiple chronic conditions, to identify patient-centered improvement opportunities, and communicate them effectively to clinical and administrative leaders and decision making stakeholders.

Why visual anthropology matters

Until around the 1980s, mainstream...

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