Initially Oncologists showed themselves holding the patient’s hand. Once the cancer recurred, they added space between their figure’s and the patient’s. Once the tumor had metastasized, physicians stopped drawing the patient’s facial features and portrayed the tumor as the patient’s dominant feature. This reflected physicians’ need to disengage emotionally as they lost control of their fight against the disease. Ultimately, the cancer came to define the patient.
This month, Paul Tunnah muses on the role for data in underpinning vital commercial operations for pharma companies and the dangers of pursuing big data over quality data, after reviewing some recent industry survey findings from Cegedim.