Up close and personal with the empowered patient: A global segmentation study [Congress Presentation]

Today, my colleague Robert Dossin and I were privileged to speak at the MRS Health Conference (programme, pdf), at this moment taking place in Crowne Plaza, The City, London. A lot of interesting presentations and keynotes on the programme, and I’d like to take the opportunity to share our presentation with you. It’s about a global segmentation study in Health, integrating survey, multimedia ethnography and web-facilitated in-depth interviews.

About the research

We firmly believe consumers (including patients) will take the lead in shaping any company orbrand in the future. We need to learn how to let go and take down marketing walls as companies actively listening and involving health consumers will outperform the competition.
The research we’ve done is a global segmentation study integrating survey, multimedia ethnography and web-facilitated in-depth interviews. The quantitative research (2009-2010) was an online survey among 5777 patients (2010) from 14 countries across the globe on their personal attitudes towards healthcare and their online healthcare related behavior.
In the qualitative part (2011)36 patients from Belgium, Netherlands, Italy, Spain, France, Germany, UK and the USA –engaged in visual ethnographic research and web-in-depth interviews– were interviewed to understand how they use (new) media in their personal health management.




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