Which market research innovation had the most significant impact on pharmaceutical product development in the 2010s?

The pharmaceutical industry has undergone significant transformations in how it conducts market research and understands patient needs. With technological advancements and evolving regulatory landscapes, pharmaceutical companies have had to adapt their research methodologies. This trivia question explores a pivotal development in medical market research that changed how pharmaceutical companies approach product development and marketing strategy.

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Patient-reported outcome measures (PROMs) as required endpoints in clinical trials
Blockchain technology for tracking drug distribution
Virtual reality simulations for physician training
QR codes on medication packaging for instant information