Events: EphMRA Annual Conference 2023

We were thrilled to present a paper at the EphMRA annual conference, June 27-29 at the Hallam Conference Centre in London, UK.

Research Director and Research Partnership’s in-house ethnography expert, Mandira Kar co-presented ‘Understanding Millennial GPs: The future workforce in a digital world’ with Ana Claudia Alvarez, from the Global Customer Insights team and Sanofi.

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

In their presentation, Mandira and Anna took delegates through a recent market research study in which Research Partnership utilized 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.

If you or your colleagues were unable to attend this year's conference and would like to find out more about our paper then please feel free to contact us.

In addition,  Research Partnership CEO, Gareth Phillips, convinced a packed-out crowd at the EPHMRA Annual Conference that what we should banish from market research is our jobs as we know them today. During a lively Room 101 themed debate, Gareth argued: "We have a unique opportunity right now to reimagine how we work, what our purpose is as an industry, and put strong leadership behind making that vision become a reality. Time is our most precious resource and AI based tools have the potential to significantly speed up how we work and empower us to focus on activities which matter more and will increase the impact we can have in what we do".  At the end of the discussion, the audience vote was clear and current healthcare market research working practices were sent off to Room 101.