The challenge Doctors have been trained to work in ways that lean toward “rational”: a patient presents with a set of symptoms and the doctor follows established procedures to diagnose and treat. However, in some instances doctors find themselves confronted with a choice between alternative and equally viable treatment options. In these situations, the physician’s feelings and attitudes, together with their evaluation of the patient, are much more likely to influence the outcome. This has enormous implications for market researchers, as illuminating physician and patient journeys throughout the healthcare experience is crucial in efforts to develop sound insights. CASE STUDY Helping researchers get closer to human influences on medical treatment decisions “By partnering with Fo

Join for free to read