Kathleen Starr, Managing Director, Behavioral Insights, and Susan Perlbachs, EVP, GSW-NY, shared their findings from a two-year ethnographic study at Cannes Lions Health this past weekend. It is integral we move beyond the patient-centric approach and account for all of the individual variants in each patient's environment through a social-centric approach.

This content is repurposed from FiercePharma.