The world of pharma marketers is rapidly changing: the push for shared decision making in treatment choices and the availability of information through online sources make patients more involved in their treatment journey than ever before.

However, we know from research that patient needs often remain unmet. A diagnosis can be daunting, starting medication can be difficult, and patients can feel overwhelmed, underinformed and increasingly frustrated when clinical success is slow. This can make patients less inclined to commit to their medication and cause a barrier to adherence – all of which is bad news for any pharma marketeer.

Understanding patient emotions and needs is thus becoming increasingly important to pharmaceutical companies, as it creates the opportunity to identify ways to better meet patients’ needs and thereby forming and fostering a stronger connection with them in their decision journey. However, creating a clear understanding of patient needs is challenging.

In market research, we’ve often relied on qualitative research methods to tap into patient emotions and needs. However, asking patients to reflect back on an emotional period in their lives after this chapter has already been closed, can create barriers in understanding the high and lows of this emotional journey.

By comparing two innovative and continuous in-the-moment methodologies (a chatbot and self-recorded videos) to traditional qualitative methods, we’ll be sharing our insights on

  • Whether chatbots and self-recorded videos can do a better job at capturing patient’s emotional journey
  • If digital can help us move past the last remaining barriers of traditional qualitative research and help pharma marketeers support patients even more effectively

Date and time: Wednesday, 26 June 2019, time tbd
Location: Parallel 7, The Hilton Warsaw Hotel and Convention Centre

Thierry Barten
Thierry Barten, Pfizer
Janneke van den Bent, SKIM