Please login to the form below

Not currently logged in

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

By Dan Coffin

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 behaviours 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 optimising 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 behaviours. For this, we harness the power of behavioural 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 behaviours 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 behaviour. 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 optimise that engagement? How can we improve the impact? How can we maximise those platforms to gain leadership?

Behavioural 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 behavioural science when gathering insights into your customers, markets or therapy areas.

To request your complimentary copy, visit our website:

Dan Coffin is Director at Research Partnership

In association with

23rd September 2021

From: Research, Healthcare



COVID-19 Updates and Daily News

Featured jobs


Add my company

some pressure is helpful but too much of the wrong sort quickly takes its toll. we help creatove agenices manage...

Latest intelligence

Breaking the silence: It’s time to talk about the menopause
Using findings from our latest opinion poll, Vicki Newlove outlines why the hidden landscape of menopause may finally be starting to change....
Committing time to making meaningful connections - top 5 tips
Read the second blog of the series looking at key barriers to effective patient engagement in pharma...
Senior Analytics Specialist joins Research Partnership...