MicroMass Communications, Inc

DOES YOUR BRAND NEED BEHAVIORAL SCIENCE?

“Behavioral science” is becoming a buzzword for pharma.Why? Because behavior is a barrier to meeting brand objectives.

This barrier could be in the form of a patient’s adherence, a patient’s reluctance to start a

new therapy, or even a healthcare provider’s clinical inertia.

So, how do you know if you have a real behavior problem?

More important, how do you know if you need a behavioral science solution?

Consider these 4 questions.

Are you trying to get patients or healthcare providers to do something different?

• Is the patient new to injectable treatments?

• Does a treatment require a lifestyle change?

• Are you asking providers to prescribe a product that is new or

hasn’t been reviewed by them?

How far is the person’s current behavior from the desired behavior?

• Unless you have a patient population that is completely

adherent, a behavior change solution is recommended.

• If patients struggle with adherence, behavioral science can

help overcome the hurdles that interfere with optimal

patient engagement.

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Are you asking a patient or healthcare provider to do something difficult?

• In some cases, the desired behavior for the patient or provider

might involve an easy change, and the patient or provider

may be receptive to the change. In this case, a simple

messaging approach may be effective.

• However, changing behavior requires addressing thoughts,

feelings, and motivations before addressing the behavior

itself. Furthermore, the behavior may be complex, and

learning additional skills may be necessary.

• In these cases, a behavior change solution would be much

more effective than a traditional messaging approach.

Are you not achieving the desired results with traditional marketing or educational approaches?

• Is your brand getting results? If not, it’s time to reexamine

the strategies you are using to change patient or

provider behavior.

• Traditional marketing approaches can only take your brand so

far. A behavioral science solution includes evidence-based

strategies to change behavior.

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This last question is often key.

When behavior change is necessary, you won’t be

able to apply the typical pharma marketing solution

to obtain optimal outcomes for your brand.

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If you have a solution or are planning a

solution, and education and persuasion are

the only strategies that you’re using, then

you’re missing something.

And what you’re missing can make a big difference for patients, healthcare providers, and your brand.

Even if you know that your brand needs a behavioral

science solution, it’s important to make sure that

you’re getting the real thing.

What is behavioral

science?Behavioral science is the scientific, systematic, and experimental

study of behavior to explain why people behave in certain ways and

how their behavior can be changed. Behavioral science encompasses

several distinct fields, including public health, social psychology,

cognitive science, neuroscience, health psychology, communication

science, and behavioral economics.

From a scientific perspective, behavioral science follows the same

method and approach as any other science. This includes hypothesis

generation, study design, data collection and analysis, peer-review

publication, and replication and extension of results.

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Beware of buzzwords.How can you tell the

difference between a strong

behavioral science program

and “pop psychology”?

Here are 3 questions to

consider in your evaluation.

Does the solution sound too good to be true? If it is, it’s not going to work. Frankly, anyone

who tells you that the key to changing

behavior is this “one thing” doesn’t

understand behavior at all. Behavior change

takes time and is complex. That’s why you

need an expert.

Is your solution too formulaic?

A one-size-fits-all approach doesn’t work

when it comes to changing behavior. Ask

yourself whether your program makes

overgeneralizations or oversimplifies what

you’re asking of the patient or provider.

Where are the data?

A behavioral science solution

should go beyond one resource.

The solution should be based on

multiple sources that are validated

in the specific disease state.

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Behavioral science is rigorous and complex, but applying it is an art.

Behavioral science strategies succeed because they are based on the premise that

a single approach doesn’t work for every person.

Marketing programs applying behavioral science optimally address multiple drivers

of behavior using evidence-based strategies. These are all crafted into an experience

that your patients and providers will want to engage in.

Behavioral science provides a road map for pharma marketers

to uncover what motivates people, what strengths they are

willing to build on, and how they can benefit from learning

new techniques within the context of their

condition and their life.

It is possible to fully

apply behavioral science to

get the outcomes that your

brand desires. You just

need to know where

to look.

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MEREDITH TERRY, PhD, Director, Behavioral Strategy

Meredith Terry develops behavior change strategies for

the agency’s pharma clients. She specializes in identifying

innovative approaches and developing internal

capabilities to produce cutting-edge behavioral change

tactics and programs, including motivational interviewing

training for brand teams, HCPs, and patients.