Have you ever had the data on your side, but physician behavior doesn’t follow? You see clear opportunities to improve patient outcomes, and in all your market research HCPs and KOLs seem to agree. Yet the market doesn’t move. The influence of mental shortcuts and cognitive biases on medical decisions is profound. Unearthing and addressing them in your market can point the way to better patient outcomes and stronger performance.


Watch Jacob Braude’s presentation from the 2021 Future Pharma event to learn:

  • How all humans rely heavily on mental shortcuts to aid decision making, HCPs even more so given their heavy cognitive load.
  • What shortcuts can negatively impact patient outcomes without doctors realizing it?
  • Three real-world examples showing how brands can do good and grow by engaging hidden decision drivers.