We were delighted to exhibit and present a paper at the Pharma Market Research Conference, 7-8 February in Newark, New Jersey. Representing Research Partnership were US President Sue Wild, and Head of our New York office, Liza Pliss.
Liza co-presented ‘Heartfelt perspectives: Exploring the oHCM patient journey using digital ethnography’ with Libby Hahn, Associate Director, Market Research at Cytokinetics.
Obstructive Hypertrophic Cardiomyopathy (oHCM) is a rare and complex genetic heart condition. In addition to the debilitating physical symptoms which can limit daily activities and reduce patients’ overall quality of life, oHCM can have a profound emotional and psychological impact as patients wrestle with the uncertainty of their condition and the potential for sudden cardiac events. Moreover, oHCM has a far-reaching impact, extending to the lives of family and loved ones.
In the presentation, Liza Pliss and Libby Hahn outlined how Research Partnership and Cytokinetics embarked on a journey to understand the lives, struggles, and triumphs of those living with this rare condition using digital ethnography. They described the diverse tools and techniques that facilitated exploration and allowed them to witness the fear and anxiety that accompany diagnosis, the uncertainty that accompanies each medical appointment, and the resilience that shines through in patients’ daily lives. Finally, they explained how patient narratives, brought to life through creative outputs, added a human dimension to the data, allowing stakeholders across Cytokinetics to connect and empathize with the challenges of those living with oHCM as they developed.
Liza and Sue were also on hand to share with delegates our current research offerings as well as our latest resources and giveaways at our stand in the exhibitor’s hall.
If you or your colleagues were unable to attend this year’s conference and would like to find out more about our paper, contact us today.