We believe that our physician-patient dialogue methodology has several advantages over that of Verilogue.
Patients are recruited on the cusp of a potential therapy change—initiation barriers and drivers, as well as brand decision-making, are much more likely captured with this patient type.
The ethnographer interviews patients right after their physician visit—what they recall, how they feel about the visit.
The ethnographer also interviews physician and relevant office staff on same day as the patient visit—they provide their interpretation of the patient cases and explain their own approach to the patient visit (e.g., how and why the observed cases exemplify or deviate from the typical patient visit).
Typical physician-patient dialogue projects involve 12-15 physicians, 30-45 patients, 8-10 office staff, and come with a $200-$275K budget.