What's the Catalyst for Using Behavioral Science Techniques?
Meredith Terry, lead behaviorist, innovation and practice, offered her thoughts on why pharma brands should incorporate behavioral science.
Terry was featured in the MM&M article: Marketers Discuss Catalysts for Use of Behavioral Science Techniques along with other industry leaders.
The thought leaders were asked the following question to understand why pharma should incorporate behavioral science techniques.
What’s been the biggest catalyst for drugmakers’ use of behavioral science techniques in marketing?
Here’s what Meredith had to say:
Many pharma brands are recognizing their standard marketing approach has limitations. Marketing teams understand behavior is complex, and that underlying beliefs and attitudes impact how customers interact with their brand.
Patients are under the emotional weight of a chronic or serious condition, and often carry the baggage of failed treatments. They may struggle to know how to communicate or manage their stress.
Providers are not immune to cognitive, emotional, and motivational factors that predict behavior. These factors may get in the way of their willingness to prescribe a brand, even with strong data.
Behavior change isn’t easy and can’t be accomplished through information alone.
Research demonstrates that approaches from behavioral science change how patients and providers think, feel, and behave.