In this paper, senior researchers from Ipsos' Health & Pharmaceutical Practice discuss new research approaches to understanding the buying process for therapeutic categories.

Core elements of the approach examined include:

1. The Patient's experience as the organizing principle,
2. High level process steps that are frequently found in research across a range of therapeutic categories and situations,
3. Detailed Analysis of process steps specifics to the therapeutic category being studied, and
4. Assessment of the relative impact of each of the various stakeholders.