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Digital research in Asia

Director Marc Yates uses findings from a study conducted in six markets in Asia to explore how digital channels are being utilised by consumers and look at the digital opportunities for marketers.

In Asia the physician is still regarded as the key source of trustworthy information and for many remains the guardian of
the patient’s health. However studies have shown that the physician-patient communication channel can be inefficient and result in suboptimal clinical outcomes. With the increase in internet penetration and mobile access amongst the urban population in Asia, this paper uses findings from a market research study to explore how digital channels are being utilised by consumers seeking healthcare support and assess the opportunities for marketers in the digital space.

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