Is Cognitive Fluency a Universal Truth Among Patients?

Posted by Sydney Hartsock on Thu, Aug 08, 2019

Patients live in a complex world of decision-making. They interact with many sources of information – from their friends and family, to various media channels, to their healthcare providers – all of which influence how they think about critical healthcare goals and treatment choices. Without being medical experts themselves, many patients must chart their own path through the seas of information, coming to their own beliefs about what is true and important for their care.

While patients may think their beliefs are rational conclusions based on the information they consume, these perceptions are also influenced by instinctual shortcuts that happen below the surface of conscious thought. Known as cognitive biases, these shortcuts can influence patient beliefs and drive decision-making without them ever realizing it.


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Sister Markets: Global Differences in Social Norms and Construal Level Theory

Posted by Jacob Braude on Tue, Jul 30, 2019

Samantha Rodney co-wrote this blog post with Jacob Braude.

Let’s say I told you that we surveyed your peers, and 65% of them said that when they have a health concern, they usually go to the doctor with a preferred treatment in mind. Do you think this would influence your own attitude about going to the doctor with a treatment in mind? If you’re in the U.K., chances are it would—but if you’re a patient in Italy, not so much.

This is an example of social norms bias, the unconscious tendency to behave as you think others are behaving. We surveyed patients with chronic conditions across five markets in North America and Europe and found several differences in biased responses that have implications for pharma brand teams and their marketing strategies.


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