Clinical decision making under new influence: adapting the insight process

Clinical decision making has evolved from being essentially led by HCPs and the pharma industry to now coming under increasing influence from patients who are plugged into online content and conversations and a shifting wider cultural narrative about health and wellbeing.

To succeed in this context, we need to change the way in which we look at different therapeutic areas by combining things like cultural insight and search and social data analysis with targeted qualitative interviews. This is essential if we aim to ensure that pharma businesses contribute positively to therapeutic conversations and decision making in a way that is authentic and resonant with the needs and expectations of patients and clinicians alike.