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 anthropology was establishing itself as a scientific theoretical discipline. It had effectively become a mono-media anthropology, based on written text and verbal presentations. Within this written anthropology, however, by the 1980s some interesting debates had begun to emerge, with a developing interest in the body and phenomenology (in the work of Thomas Csordas), questions of experience (Turner and Bruner 1986), the senses (Stoller 1989), the status of text itself (Geertz 1988) and a continued insistence by applied and visual anthropologists of the value of their approaches. In these contexts, combined with the increasing availability and accessibility of visual media and technologies, visual methodologies and representations are more and more in use for both social science and applied science.