Spotlight on behavioural science in pharma
Behavioural science, and the changes it can bring to patient and healthcare provider behaviour, has important implications for pharmaceutical companies and health systems alike.
The scientific, systematic and experimental study of behaviour, it can explain why people behave in certain ways and how their behaviour can be changed.
Behavioural science provides a roadmap to uncover what motivates people, what they are willing to try and how they can benefit from learning new techniques within the context of their condition and their life.
As an evidence-based discipline behavioural science has been around for decades, but it’s only in the last few years that it’s been thrust in to the limelight, as pharma seeks to optimise patients’ experiences of the treatments they are prescribed.
It encompasses fields that include social psychology, cognitive science, neuroscience, health psychology and communication science, and follows the same method and approach as any other scientific discipline.
Behavioural science strategies succeed because they are based on the premise that a single approach doesn’t work for everyone. So, they apply a rigorous process to uncovering what works best for an individual.
From a pharmaceutical marketing point of view, behavioural science comes into play when traditional approaches no longer work and can address multiple drivers of behaviour to build experiences with which patients and providers will want to engage.
It can further benefit pharmaceutical brands in today’s value-based healthcare environment by addressing the outcomes that truly matter to patients and, by doing so, drive commercial success and accelerate the adoption of new, beneficial treatments
To find out more about what behavioural science is, how it can help pharmaceutical companies and what it means to patients and healthcare professionals, read our featured content below.
MicroMass: Experts in Human Health Behavior.
For 25 years, MicroMass has applied evidence-based techniques from health psychology and behavioural science to change patient and provider behaviour.
A full-service agency, whose proprietary approach combines behavioural science with creative strategies and a purposeful use of technology, MicroMass was built on principles designed to improve patient lives and public health. It applies behavioural science in the form of micro solutions (evidence-based one-on-one strategies) that are delivered on a mass scale to address the underlying beliefs and behaviours that stand in the way of brand success.
