Bristol Myers Squibb: Living with head and neck cancer – how digital ethnography was used to capture quality of life among cancer patients

Pharmaceutical company Bristol Myers Squibb commissioned an ethnography of head and neck cancer sufferers to inform company policy, spread awareness and ultimately support patients.

Summary

Despite its prevalence, head and neck cancer does not receive or benefit from the same levels of public awareness or attention as more common cancers and there is a general lack of understanding of the severe and lasting impacts they can have on patients beyond treatment. There is a growing need to understand what really matters to patients and what improvements can be made in their care and everyday lives. Using innovative digital ethnographic techniques along with techniques grounded in cognitive psychology, anthropology and psychotherapy, researchers were able to go deeper and explore beyond the obvious by empowering patients...

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