HCPs Are Human Too: Decoding the Truth Behind Prescribing Behavior – Part 1

In today’s healthcare climate, prescribing physicians are operating under conditions that make considered, calculated treatment decisions more difficult and complicated. The unpredictability of the ongoing COVID-19 pandemic, the pressure to spend less time with more patients, and the resultant burnout necessitates decision-making that relies on their more intuitive, System 1 more than ever before.

In other words, healthcare professionals are human too, and just as susceptible to the same errors in judgment and decision-making as the rest of us.

As business professionals seeking to influence HCP behavior, it’s important that we come to terms with these realities and their impact.

In Part 1, we focus on the problem with assuming that physicians prescribe treatments in purely objective and rational ways, including:

  • The factors that limit HCP’s ability to be objective when making decisions.
  • How you can develop more empathy and understanding for the complexity under which HCPs are making decisions.


  • Elizabeth Schwab, Psy. D., Associate Professor and Department Chair at The Chicago School of Professional Psychology and Academic Advisor to Brandtrust
  • Christian Lauffer, Director, Consumer Strategy at Brandtrust

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