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Powering behaviour change with human insights

Understanding human behaviour is a powerful underlying principle that we, as marketers, need to understand to improve patient outcomes. Human insights should be the cornerstone of any communication strategy....

Human insights should be the cornerstone of any communication strategy, especially as we are predominantly digital first. It is very easy to continually highlight that pharma need to continue developing products and services that offer improved patient outcomes, however with the payers the gatekeepers to new treatments, the idea of focusing on the emotional needs of patients is not seen as top priority.  However, as much as emotional needs are seen as a distraction to the bigger picture (£££), it is essential.

Lets consider for instance ADHD diagnosis in the UK, research has found that diagnosis of ADHD
in school-age children grew from less than one percent in the 1990s to about five per cent in 2014. So, lets consider why; is it that the behaviour of children has dramatically changed in the past 25 years?  Could cognitive biases influence decision-making? Or is it, as Professor Conrad’s research indicates, there is an increased awareness of a range of symptoms which has created a new bias amongst healthcare professionals?

Influencing behaviour change Health related decisions are far more complicated nowadays, firstly there is more choice, more information (not always accurate), more red tape, more pressure etc. This not only makes it difficult to get messages out that achieves actionable results, but it also acts as a barrier to those that make the decisions in the interest of the local health economy. We are all driven by our unconscious, sometimes irrational mind. Thus gaining an understanding of unarticulated thoughts and feelings not only drives preference for your brand, but also provides the insights that you are creating products and solutions that people want in the first place.  To achieve this, your brand will need to work much much harder to be heard, understood and valued, to achieve this we will need to consider a few factors that will influence your specific audience: 

To read the full blog post visit:, alternatively you can access the PDF through the downloads section.


  Powering behaviour change
PDF File: 1.2 MB

16th November 2015


  Powering behaviour change
PDF File: 1.2 MB



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