Pharma data frequently doesn’t dictate treatment decisions, and often there isn’t head-to-head data. Even with great data, changing customer behaviors is challenging. So how do we leverage an important unmet customer need? We have to go beyond the “what” and get to a profound understanding of the “why.” Questioning is critical to the development of human understanding and the ability to create successful strategies. But as organizations mature, the number of questions we ask declines drastically as does our ability to query, innovate and connect.
This presentation will explore the lost art of questioning to spark new ideas that lead to great strategy and innovation, including:
Ed White, Director of Market Research
Bristol-Myers Squibb
Daryl Travis, CEO
Brandtrust