HCPs Are Human Too: Decoding the Truth Behind Prescribing Behavior – Part 2

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 2 of our two-part webinar series, we will focus on the variety of influences that act on physician’s decision making and what you can do about it, including:

  • The most predominant social, environmental and personal influences that impact prescribing habits.
  • HCPs reliance on defaults and peripheral cues to make treatment decisions, especially in categories with little differentiation.
  • Methods and approaches that can help you change ingrained HCP behavior.


  • 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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