Home Resources Nudging someone in the right direction isn’t always easy – that’s where behavioral science comes in

Nudging someone in the right direction isn’t always easy – that’s where behavioral science comes in

Published in PME Magazine

All of us in the industry work hard to achieve one fundamental outcome – to ensure as many patients as possible benefit from the right treatments. But at times like these, where new habits and behaviors are emerging all the time, keeping on top of how best to do that and knowing which buttons to press and how to press them isn’t always easy.

For those of us working in market research, we understand your primary focus is optimizing efforts to drive customers toward the brand. We ensure you are well equipped to understand what drives your customers and what needs to be actioned in order to influence their behaviors. For this, we harness the power of behavioral science, the cross-disciplinary, open-minded science of understanding how people behave. We incorporate this not only into our everyday thinking but also our approach to healthcare market research. Essentially, it is about unearthing what truly makes people tick – healthcare professionals, patients, carers, payers or any other stakeholder – and developing tangible actions and interventions to effectively nudge their behaviors to achieve more desirable outcomes.

Right now, there’s an opportunity for marketers to really garner a competitive advantage by identifying novel interventions and solutions to influence behavior. Take digital health as an example – not only has digital consumption increased exponentially during the pandemic, but stakeholders’ willingness to embrace digital has never been so prevalent. Never has there been such amenableness to change. As such, pharma has needed to accelerate its digital prominence – through digital patient platforms or customer engagement tools – and now the big questions include: how can we best optimize that engagement? How can we improve the impact? How can we maximize those platforms to gain leadership?

Behavioral science will help you to better understand the relationship and engagement that your stakeholders have with digital channels and enable you to develop solutions that enhance their impact. We’ve launched a new best practice guide for applying behavioral science when gathering insights into your customers, markets or therapy areas.

Find out more about our experience in behavioral science.

Sign up to receive Rapport.

Rapport is our monthly newsletter where we share our latest expertise and experience.