Insights on how to gain an empathetic edge in your healthcare research and marketing,
and perspectives on important industry news and trends from ICG thought leaders.

The Impact of Emotional Needs on Healthcare Treatment Decisions: Why Patients Say No When the Data Says Yes

Instead of making health decisions rationally, emotional needs more often influence patient behavior. See the impact in our real-world example and learn how identifying and meeting those emotional needs can create better outcomes for patients as well as brands.

The Commercial Impact of Understanding Core Emotional Needs in Provider – Patient Interactions

If your brand’s understanding of provider – patient interactions is limited to what’s being said or done in the exam room, you don’t have the full picture. See how an evidence-based, empathetic research approach can give you the edge to truly impact healthcare decisions.