Behavioral Science Insights for Healthcare Marketers

In the U.S. alone health care spending accounts for 18.3% of the GDP to reach $4.3 trillion dollars by the end of 2021. With the exuberant investment comes a series of complexities pharmaceutical companies are navigating in hope of developing more effective products and services that better meet the needs of the healthcare ecosystem.

Behavioral science is a resource that can provide a range of strategies to better understand the motivations of patients, caregivers, and healthcare providers to develop solutions that drive behavior change and improve healthcare outcomes. The application of behavioral science to healthcare research can provide pharmaceutical companies with a deeper understanding of the nonconscious drivers of patients and doctors, which can in turn help improve communication, fulfill unmet needs, and create actionable segments to drive behavior change.

Listen in as Ipsos Behavioral Science expert Micah Goldfarb, PhD, discusses several of the ways companies can leverage the insights gained from behavioral science research:

1. Improve communication: By understanding the key patient and doctor mindsets, pharmaceutical companies can improve their communication strategies to better connect with their target audience.
2. Fulfill unmet needs: Understanding the "why" behind attitudes and behaviors can help pharmaceutical companies identify unmet needs and develop solutions that address them.
3. Create actionable segments: By identifying critical motivational differences among patients and healthcare providers, pharmaceutical companies can create actionable segments that enable more targeted and effective marketing and communication strategies.