Vantage Point: Observational Research

Jeff Kozloff
Jeff Kozloff

In the seven years since Verilogue's inception, many things have evolved and today's seemingly ubiquitous themes include more channels of information and influence, greater availability of services and new delivery models. However, marketers acknowledge that one tenet of human behavior remains ever-present: the gap between what people say and what they actually do. 

The role of observational research has never been more important. One-size-fits-all research is an anachronism in our tailored world.  Real-world evidence studies will continue to replace recall-based insights and the greatest advances in healthcare delivery over the next decade will be driven by evidence-based solutions delivered at various points of care.  

Observational research is critical for deriving customer insights.  Mobile phone, computing innovations and big data enable marketers to observe customers at key moments within their illness and wellness journey. Pharma can be in the moment with customers as they interact with our information or products on their terms.  The insights derived from these interactions let us create tailored communications.

Health apps, wearables and other lifestyle feedback tools provide unique opportunities to marry large-scale observational insights with objective measures. These evidence-based programs will be motivating to consumers and commercially attractive to industry.

Now more than ever, we as innovative insight leaders should be proud of the work we do in our tireless pursuit of better healthcare outcomes. The future is bright for those who enable smarter, evidence-based decision making that drives more personalized healthcare communications.

Jeff Kozloff is CEO of Verilogue, which was bought by Publicis Groupe in 2013.

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