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Behaviour science: the new capability every pharma company should be building
https://pharmaphorum.com/views-analysis-sales-marketing/behaviour-science-capability-pharma/
Research points to the need for greater engagement with behavioural science among medical affairs professionals.
Research shows industry needs to see more evidence of success for wider adoption.
‘We need to walk in the shoes of HCPs and patients if we are to design programmes that improve health outcomes.’