Ethnographic Studies Give Ipsos Patient's-Eye View

Ipsos Healthcare has announced the launch of SEES, a range of disease-specific syndicated ethnographic studies, examining patients' experience and views. Initially available in the UK, France, Italy, Spain and the USA, the firm says the studies will 'bring to life the day-to-day challenges of living with a chronic disease'.

The first SEES (Syndicated Expert Ethnographic Studies) study will look at Psoriatic Arthritis (SEES PsA). Studies will focus on three core areas: quality of life (covering lifestyle and coping mechanisms); medication (regimen, tolerance and compliance); and pathway to diagnosis (HCP interaction and time lapse).

The new offering will bring together disease experts from Ipsos Healthcare's Global Therapy Monitors teams and anthropologically-trained researchers from the global group's Ethnography Centre of Excellence; and aim to combine an ethnographically gathered patient perspective with the quantitative view of the market and physician perceptions from Ipsos' Global Therapy Monitors. Clients - principally pharma and biotech companies - will get access to a searchable database of patient video footage, in addition to customised reports.

President of Global Therapy Rhoda Schmuecking comments: 'Living with a chronic disease means constantly adapting to all aspects of life. Ipsos Healthcare SEES can help us to understand patients' needs and motivations for seeking treatment, their true compliance versus stated levels, and the involvement of patients in their treatment decisions. This understanding can guide every articulation of a pharmaceutical or biotech company's product value, from doctor detailing and conference material to employee education and patient support.'

Victoria Guyatt, Deputy Head of Ethnography at qual division Ipsos UU, adds: 'Ultimately, ethnography has the power to change the way the pharma / biotech industry views patients, putting them at the centre of decision-making.'