On the edge or over the edge? - Using creative insight techniques within the healthcare sector

Heike Bäumlisberger, Rachel Medcalf

This presentation addresses the somewhat conflicting developments in healthcare research overrecent years - a move toward ever more innovative, consumer-driven research approaches, and the increase in guidelines and legislation specific to this sector, intended to preserve patient and public safety and to promote transparency in the industry.

On the edge or over the edge? – Using creative insight techniques within the healthcare sector

Heike BäumlisbergerBristol-Myers Squibb Pharmaceuticals, United Kingdom and BHBIA

Rachel MedcalfAdelphi Research, United Kingdom

INTRODUCTION

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