In late 2023, Intellus Worldwide members voiced concern of a trend in the last 5+ years that Market Research departments are being minimized both in size and stature with some departments reporting directly into Advanced Analytics leaders who do not understand the value of Market Research. C-Suite has been highly influenced by the major consulting companies such as McKinsey, BCG, Accenture, etc., that sell the notion that insights generation can be done with analytics and it is much more valuable, cheaper and faster than Market Research.
For the benefit of the profession as well as the future of comprehensive insights at corporations, Intellus Worldwide, as the primary advocacy group for health insights and analytics, has created this Integral Insights Taskforce to help resolve this issue and bring back the importance and absolute necessity of fully-staffed, funded and utilized market research departments in all health and life sciences organizations.
Mission: The Integral Insights Taskforce aims to maximize the value of PMR and analytics in an era of competing resources to help healthcare organizations optimize insights using all available tools.
The team has outlined the following objectives:
1) To enhance understanding of the value of PMR and Analytics among decision-makers to renew their commitment to Insights and foster their ongoing advocacy / support, and
2) To provide education/training on value of insights functions, and their appropriate role in supporting commercial efforts.
Informed by Ad Board learnings and roundtables with the membership, near term initiatives are aimed to foster engagement in the cause amongst C-Level / Senior Executives and to deliver strategically aligned conference sessions at Intellus events.
To join the team, email Heidi Boyle.