How can we disrupt automated decision making and make HCPs stop and think?


The challenge

How to increase prescribing of a a strong product that had been consigned to second line use by disrupting HCP habitual behaviours.


What we did

HCP shared real decision making via voice memos.

Psychologist-led interviews.

Behavioural science analysis using COM-B model.


The outcome

Identified strategies to overcome cognitive biases and prescribing inertia.

Built patient profiles to ignite positive shifts in HCP behaviour.