MRS Digital Ethnography Conference 2023

We were delighted to present a paper at this year’s MRS Digital Ethnography Conference on Thursday 23rd March. Research Director and ethnography expert, Mandira Kar, co-presented ‘Under the skin of millennial physicians’ with Ana Claudia Alvarez from the Global Customer Insights team at Sanofi.

Millennial physicians are different from previous generations in their mind-set, values, digital behaviours and attitudes towards pharmaceutical companies. To better engage this new generation of physicians requires a robust and deeper understanding of their digital behaviours.

In their presentation, Mandira and Anna took delegates through a recent market research study in which Research Partnership utilised a digital ethnographic methodology to provide Sanofi with the insights required to truly understand the similarities and differences between the millennial and traditional physician segments.

They demonstrated how digital ethnography revealed the ways in which millennial GPs navigate an omnichannel environment and the best way to communicate with them. In addition, delegates heard first-hand how, based on these crucial insights, Sanofi have amended their business strategies for numerous brands and, most importantly, started to address their unique omnichannel needs.