MicroMass Launches Behavioral Science Spotlight

May 7, 2019

The Spotlight on Behavioral Science is designed to elevate MicroMass and our behavioral science capabilities. The Spotlight is hosted by Pharma Phorum and will consist of 6 articles on behavioral science. These articles will be promoted over a 6-month marketing campaign.

MicroMass will develop 4 of the articles and PharmaPhorum will develop the remaining 2 articles based on interviews with MicroMass behaviorists.

The Spotlight is a flagship offering on PharmaPhorum. Readers can view  multiple content pieces in a single session. Promotion for the Spotlight will include digital ads, dedicated email blasts, eNewsletter teasers, and social media pushes. All promotion will drive to a MicroMass Behavioral Science Spotlight landing page.

Here’s a summary of the first 2 articles:

Does Your Brand Need Behavioral Science?
Author: Meredith Terry, Lead Behaviorist Innovation and Practice

Article excerpt:

Behavioral science has become a buzzword for pharma. Why? Because behavior is a barrier to meeting brand objectives. This barrier could be in the form of a patient’s adherence, a patient’s reluctance to start a new therapy, or even a healthcare provider’s clinical inertia.

So, how do you know if you have a real behavior problem and, more importantly, how do you know if you need a behavioral science solution? Consider these four questions.

  1. Are you trying to get patients or healthcare providers to do so something different?
  2. How far is the person’s current behavior from the desired behavior?
  3. Are you asking a patient or healthcare provider to do something difficult?
  4. Are you not achieving the desired results with traditional marketing or educational approaches?
Get the answers and other insights from Meredith on how behavioral science can help brands.
Read the article.

A Spotlight on Patient-Provider Dialogue 
Author: Andi Weiss, Lead Behaviorist, Partnerships and Advocacy

Article excerpt:

Patient-provider communication impacts both short- and long-term outcomes. Research demonstrates that poor communication leads to distress, uncertainty, internal conflict about decisions, dissatisfaction and treatment non-adherence. These are all outcomes that brands should care about.

The default pharma marketing approach to overcoming dialogue challenges is to educate patients with product messaging in the form of patient brochures and doctor discussion guides. This approach assumes that knowledge is power, but does this activate your patients and accelerate your brand?

The short answer is no. Here’s why.

Communication is complex. Education and brand messaging are important, but they don’t address patient and provider beliefs, motivations and skills. These are barriers that education and product messaging on their own can’t solve.

Discover how Andi is helping pharma improve patient and provider dialogue.
Read the article

Behavioral Science Spotlight Landing Page