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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Embodied Cognition: Beware of Comfy Chairs at Car Dealerships

Posted by Hensley Evans on Wed, Aug 17, 2016

Dan James Shaffer and Seth Goodman co-wrote this post with Hensley Evans.

Imagine that you’re in the market for a new car. After perusing dealerships and comparing several makes and models, you found a perfect match and are ready to negotiate an offer. Sitting across from the salesman in a big, comfy office chair, you finalize the negotiation and smile with delight as he hands you the keys to your shiny new ride. 

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Topics: Hensley Evans, Seth Goodman, Cognitive Drivers Impact Series, embodied cognition, Dan James Shaffer

Cognitive Drivers Impact Series: Recency Bias in Political Caucuses

Posted by Seth Goodman on Thu, Feb 25, 2016

 This is the first post in ZS’s Cognitive Drivers Impact Series.

It’s an election year, which means that the news media’s Soren-esque eye is focused on politics and caucuses, most recently in Iowa and New Hampshire. The two states combine for only 10 electoral votes, so why do they receive so much attention?

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Topics: Seth Goodman, decision making, recency bias, caucus, presidential candidate, Cognitive Drivers Impact Series

Patient Services vs Servicing Patients

Posted by Seth Goodman on Wed, Jul 29, 2015

By now, most pharma brands can rightly claim they provide patient services: Support for benefits enrollment? Check. Co-pay cards? Check. Disease education and management tools? Check and check.

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Topics: Pharmaceutical, consumerization of healthcare, Seth Goodman, patient services

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