Ideas
We're proud to serve companies that make a meaningful difference in people's lives, and those within the life sciences industry are no exception. In this article, we provide thoughts on three ways life science companies can leverage behavioral science in their drug development and commercialization activities, with the aim of developing insights, and taking actions, that will most effectively activate, engage, and support patients in unlocking the benefits of the industry's innovations.
Plenty of ink has been spilled about ways to use AI to mine data, measure people, simulate research respondents, and provide bench research summaries to achieve deep human insights at scale, yet there's an application having to do with the delivery of ecologically-valid research experiences that may be just as valuable for the insights community to consider, if not more. This article talks about it in depth, using GenAI video and chatbot examples relevant to healthcare and life sciences insights needs to make the case for it.
One of the most common applications of behavioral science is in the design of products and services that are aimed at helping people change or sustain a desired behavior, whether it's in their personal life or with the product or service itself. Read on to learn about a case that showed how these applications were able to deliver value for something as basic as a static consumer health website, while providing lessons about the challenges and best ways to unlock the science's value when applying it in more restricted circumstances.
Most enterprises reach for behavioral science to serve purely tactical purposes, but there’s also much that can be gained when we use behavioral science for strategy. This article talks about why, using a curious case of slow treatment adoption among physicians to demonstrate the way a behavioral strategy can promise to deliver when nudge-like fixes and other narrow techniques are likely to be too small to match the behavioral challenge they need to address.
Using behavioral science to explore telehealth barriers in HIV
How can we plumb the treasure trove of knowledge accumulated by social scientists over the decades to help us think differently about people and the steps we may need to take to accommodate or support their behavior for positive purposes? As this in-depth article describes, pragmatic literature reviews can be an excellent way to go about it. Click to learn more about the steps that can go in such a review and what they can yield for a larger stream of work, using the design of telehealth services for the HIV community as a working example.
Behavioral science may be more than just behavioral economics, yet the biases and heuristics inspired by the behavioral econ paradigm continue to appeal to lay practitioners as a tool for translating behavioral science into fuel for insight and action. Read on to learn what the science has to say about these various quirks in people's thoughts and actions – and what it means for the right and not-so-right ways to use these concepts when trying to unpack and address human behavior challenges.
Part of the art of applied behavioral science comes down to taking what we know about thinking, motivation, emotion, and behavior and turning it into a coherent picture of the drivers of the behavior we need to support, change, or accommodate based on what we learn about it. This article describes a model of the mental processes from intention to action that can be used as a backbone for these efforts, allowing you to develop a picture of drivers that will matter to your challenge and guide you to evidence-based actions you might take to intervene.
Published frameworks are often touted as the best way to get behavioral science into the hands of a broad range of practitioners – but they can be much more limited and open to ersatz application than is sometimes appreciated. This article explores these matters in the context of one of the most popular and ambitious frameworks out there today. Read on to understand what this framework is, where it can fall short, and what you can do to avoid the pitfalls when applying it in your projects.
If you’re a beginner to behavioral science but you work in marketing, communications, or the design of almost anything that has shaping, supporting, or accommodating people’s behavior as a key factor for success, then this in-depth article is for you. Read on to discover in “three threes” what behavioral science is, what it can deliver, and what to know about the hidden complexities of the science to avoid the pitfalls and make the most of it for your objectives.