Truly, madly, deeply - ethnography illuminates pharma

This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical trials could be conducted differently by better understanding better the 'plight' of the patient with pain related to osteoarthritis.

Truly, madly, deeply – ethnography illuminates pharma

Graeme ChrystalZaicom Research Plus, United Kingdom

Neil McPheeNuance Research Ltd, United Kingdom

PREFACE

This paper examines how an ethnography study in two countries (USA and UK) helped a top-10...

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