Laissez-Faire vs. Over-Prepared: What Preparing for a Doctor's Appointment Tells Us About Patients

Posted by Jessica Aguilar on Mon, Mar 25, 2019

Hensley Evans co-wrote this blog post with Jessica Aguilar.

At long last, it has arrived. No, not your Amazon package—it’s your doctor’s appointment. Whether it’s an annual exam or an appointment with a specialist that took weeks or months to secure, appointment anticipation brings about several different feelings and behaviors for patients.

Above the surface, patients can rationalize why they feel or behave a certain way, but below the surface, most of their behaviors are automatic, uncensored and instinctual. The behaviors on autopilot are known as cognitive biases. It’s important for marketers to understand which cognitive biases are driving patient behavior so that marketing efforts are orchestrated as a strategic response to activate or mitigate each cognitive bias to meet behavioral and business objectives.


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Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.


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