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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands