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In Quest To Understand Patient Experience, Pharma Companies Turn To Ethnographers

from MedCity News

In a panel discussion that explored some of the ways pharmaceutical companies have approached patient engagement, Paul Gurney, an associate partner with McKinsey & Co., identified an emerging trend among pharmaceutical companies: hiring ethnographers to do research on patient behavior in the context. The idea is that by focusing on different parts of the patient experience, ethnographers can do a better job of understanding not only what patients tell them but what they observe them doing. more

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