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Welcome to Rapport, containing tips, truths, news and views, blogs, tweets, articles and films covering a range of topics currently affecting Research Partnership and the pharma market research world.

Achieving customer centricity - Using immersion techniques to get closer to the pulse of the customer

Companies who want to be successful in the 21st century know that they cannot rely on the old adage that “a good product will sell itself”. With intense competition in crowded markets (even emerging markets), a product-led strategy will fail to deliver clearly positioned brands and eventually drive down profitability. To ensure sustainable growth, particularly in the face of global recession, companies need to ensure their focus is on the needs of the customer and organise their resources in a way that is entirely customer-centric.
 

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The Mobile Revolution - Using mobile Apps to deliver “in-the-moment” market research to global healthcare

There have been numerous reports in the pharmaceutical and international press concerning the high rate of adoption of mobile devices amongst physicians. But despite advances in data collection techniques and technology over the years, pharmaceutical market researchers have not successfully developed techniques to capture immediate detailed, qualitative insights into prescription rationale at the patient level, particularly where these prescription decisions are made by hospital specialists. This is a problem that I believe mobile research is destined to overcome, because of the‘go-anywhere’ functionality afforded by smartphone technology and because of the popularity of smartphones, specifically amongst physicians.
 

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Digital Health in Asia

In Asia the physician is still regarded as the key source of trustworthy information and for many remains the guardian of the patient's health. However from our own market research, we have identified that the patient/clinician communication channel is highly inefficient and often results in sub-optimal clinical outcomes. Many patients, particularly those with long term chronic illnesses, frustrated by the lack of time that their doctor has to answer their questions, are turning to other sources of information to help manage their condition. With the increase in internet penetration and mobile access amongst the urban population in Asia, the Research Partnership recently conducted a survey to assess the attitudes and behaviours of patients in Asia towards digital media for healthcare. 
 

 
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