Havas Health & You (HH&Y) has unveiled an ambitious global research initiative called "Behind the Mask," designed to track and document the evolving landscape of healthcare delivery in the post-pandemic era. The multi-armed longitudinal study, launched in May, combines both qualitative and quantitative research methodologies to provide unprecedented insights into the transformation of medical care delivery in the 21st century.
Tracking Healthcare's Rapid Evolution
The research project emerges at a critical juncture in healthcare's transformation, particularly as the industry grapples with changes accelerated by the COVID-19 pandemic. Brian Robinson, Global Chief Strategy Officer at HH&Y, emphasizes the timing's significance: "The health category has been changing at a rapid clip, and the global pandemic has acted as a major accelerant of those changes."
Early findings from the study reveal growing concerns among healthcare professionals about pandemic resurgence. Initial surveys showed 70% of clinicians believed a COVID-19 resurgence was "almost inevitable," with this figure climbing to 79% in subsequent rounds of data collection.
Innovative Research Methodology
The study employs a unique approach to data collection, combining traditional research methods with innovative auto-ethnographic techniques. Brad Davidson, Director of Medical Anthropology across the HH&Y network, describes their novel approach: "We've asked doctors and other participating HCPs to conduct an 'auto-ethnography,' essentially recording their own observations from the inside."
This methodology has yielded powerful insights, including raw footage of healthcare providers recording their experiences after exhausting 12-hour shifts, providing authentic documentation of their challenges and concerns.
Strategic Implications for Healthcare Brands
Andrew Gardner, Chief Strategy Officer at Havas Lynx Group in London, explains the strategic value of the research: "We wanted to create an ongoing baseline of data from different stakeholders, and then triangulate those points of view. We know that both doctors and patients find the current medical delivery system stressful, but they find different parts of it stressful."
The findings will be instrumental in developing more effective healthcare communication strategies and building stronger health and wellness brands that resonate with both healthcare providers and patients. The research aims to facilitate more human connections by providing a comprehensive understanding of care providers as individuals with distinct perspectives and aspirations.
Ongoing Documentation and Access
The research initiative continues through a dedicated online platform at behindthemask.health, where findings are regularly updated. The project is scheduled to continue through 2020 and beyond, offering stakeholders continuous insights into the evolving healthcare landscape.
