Case study: How Behavioural science was used to overcome Cardiologists’ inertia to proactive de-escalation

The challenge

In line with previous research, many cardiologists display resistance to proactively
de-escalating because they are hesitant to move patients away from the most potent treatment, despite Product X's non-inferior efficacy, better safety and adherence in
late phase.

The outputs
Behaviour biases need to be overcome to achieve desired behaviour change. We have aligned these to the EAST framework:



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