Join Brandtrust at the Pharma Market Research Conference Bay Area (PMRC) in San Francisco July 20-21, 2022 and don’t miss our two must-see Brandtrust client presentations. Visit us at our booth for a “Gift of Insight”—one of our favorite books from our favorite thought leaders!
Must-See Presentation: Genentech Inc.
Divergent Insights: How to Reframe Your Approach When Insights are Unexpecte
At the beginning of a research engagement the stakes are high—an investment is made, the strategic need is defined, stakeholders express great expectations, and the hypotheses are defined. But what happens when those hypotheses don’t align with the insights actually uncovered? Join this session to learn how Genentech overcame these obstacles and merged insights from two independent qualitative research projects with two separate partners across two different audiences—patients and physicians—to overcome a divergent emotional hook and reframe their position and approach in a highly emotive and high-stakes disease.
Must-See Presentation: The Chicago School of Professional Psychology | Brandtrust
HCPs Are Human Too: Decoding the Truth Behind Prescribing Behavior
- Elizabeth Schwab, PsyD, Associate Department Chair, Business Psychology Division, Program Chair – MA and Certificate Behavioral Economics, Business Psychology Division
- Meghan Bryan, Director of Client Development, Brandtrust
In today’s healthcare climate, prescribing physicians are operating under conditions that make considered, objective treatment decisions more difficult and complicated.
Clinical environments and the limitations of human psychology as well as the power of subtle social and systemic influences necessitates decision-making that relies on more intuitive,
System 1 decision-making 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 this talk, we will focus on these forces and what you can do about them, including:
- The under-appreciated and little known factors that limit HCPs capacity to be objective
- The predominant influences that nudge physicians to prioritize certain options over others
- Ways you can foster more empathy and understanding for the complexity under which HCPs are making decisions
- Methods and approaches that can help you change ingrained HCP behavior