United Breaks Guitars - The Rise of the Prosumer
The paper, entitled "United Break Guitars: The Rise of the Pro-Sumer", focused on drawing learnings from the consumer world into that of the pharmaceutical industry and in particular how the advent of Web 2.0 has provided consumers and patients (who in reality is the same person) with a much wider platform to collect and also disseminate information.
The recommendations of the paper looked at how social media is changing the dynamics of the patient – in particular the relationship they have with their physician or nurse – and gave ideas for how the pharmaceutical industry could help healthcare professionals in their management of this growing sub-set of influential patients. The arguments in the paper are very much in line with our thought leadership of taking a more holistic view, either on the nature of the individual or the broad array of stakeholders that need to be considered, when developing and/or positioning a product in market.
