behaviour change

R&D

Why every healthcare breakthrough creates a new education ch...

Patients will only benefit from a health breakthrough if HCPs and the systems around them are able to put it into practice.

Sales & Marketing

Pharma is marketing to the wrong mind

On the benefits of instinctive marketing, over either rational or emotional.

R&D

Hexagonal rendering of AI concept on dark blue background

Results, reality, and recalibration: Unpacking AI hype at SC...

SCOPE 2026 was dominated by one big topic: AI. You couldn’t walk five steps without hearing about something that AI was going to fix.

Patients

pharmaphorum podcast Episode 234, Amy Bucher, Lirio

Delivering the right behavioural ingredients for the moment,...

Lirio's Dr Amy Bucher discusses the risks of the declining trust in healthcare institutions from a behavioural science perspective.

Digital

Stethoscope and UK flag with NHS on wooden blocks spelled out on top

Six ways the NHS can become the UK’s greatest testbed for te...

There are six priorities that would turn the NHS into the UK’s flagship testbed for innovation.

Sales & Marketing

The Omni Advantage: A concise roadmap for change, for the pe...

The book launch for pharma industry veteran and award-winning businesswoman Merhnaz Campbell’s The Omni Advantage: Accelerating the Behavioural Change with Omnichannel in Pharma Sales E