Behavioral science—the study of the mind and its processes—shines a new light on the way that everyone makes decisions. ZS recently explored the role of behavioral science in decision-making for Type 2 diabetes patients and doctors, using a combination of qualitative and quantitative research. This evidence based study demonstrates the power of applying behavioral science to healthcare decision-making.


By identifying the unconscious biases that influence patients and physicians, marketers can come up with higher-impact strategies and tactics to overcome some of the most challenging behavioral objectives.

Understanding which biases are present and what impact they are having unlocks the opportunity to overcome them.


Read the whitepaper to learn how pharmaceutical marketers can turn biases into better marketing and patient outcomes.