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John Doe

VP Digital, NHS

NHS – National Health Services, UK

IMC does Primary Research for the NHS as well as systems design and development.

IMC has interviewed a few thousand UK Healthcare Professionals, exploring how they view technology in their workplaces. The goal has been to create “Personas” that can drive future systems development projects and inform the NHS not only about the way their Users think and approach technology but also how to sell-in the technology so that it gets adopted by end users.

The best new systems don’t work if they’re not accepted by the people who are expected to use them.


Understanding the people, what motivates them, and how they will adapt and adopt is critical.