I’ve spent almost my entire career in healthcare marketing research, mainly in pharmaceuticals but I’ve also done stints in biotech, medical devices, and dental products. Finding customers’ unmet needs has been a frequent goal of the research I’ve done. Through a combination of marketing research surveys and one-on-one interviews with doctors, patients, and many other players in healthcare, I’ve been able to connect the dots to tell healthcare companies how they can serve their customers better. And through all this research, I’ve found that what people say they need often ties back to a desire for more control in their lives.