What are 3 steps you’ve taken recently to integrate behavioral science into marketing?
Anshal Purohit
President, Purohit Navigation
Behavioral science and algorithmic thinking/implementation are integral to our marketing approach. In the last six months, we have taken strides to further integrate this methodology.
Specifically, we’ve formalized a behavioral modeling approach to our strategic analyses and marketing recommendations. This includes developing a foundational understanding of all behaviors that we’re looking to impact at launch, from product uptake to protocol implementation.
We have also broadened our targeting and modeling approach to cover all relevant audiences, from practitioners to leaders of protocol and institutional change, ensuring product launch is driven by systemic support and enduring change.
Lastly, we further integrated our research capabilities into our strategic marketing practice to ensure we account for these perspectives efficiently and accurately in all we do, including tailored methodologies for implementation-based discovery.
Brian Dunn
Chief behavioral officer, Concentric Health Experience
We are launching a suite of data science capabilities — designed in collaboration between our Applied Cognitive Science group and academic experts in applying natural language processing to the prediction of behavior — to identify psychological distress, assess motivation and other variables relevant to our healthcare clients.
Three of our brands have started digital phenotyping projects, which involve creating proprietary behavior and language models to identify disease sufferers and even predict progression.
These models will then be used for targeted digital media planning and patient support programs, among other applications.
Lastly, we are refining and applying a hybrid model of personality and information processing styles to inform tactics to support adherence in chronic diseases. We’ve recognized an opportunity to help patients by synthesizing the insights of our interdisciplinary team of psychologists, neuroscientists and neuromarketers.
Phil Mann
VP, group account director, MicroMass Communications
Behavioral science may seem like a new concept, but for more than 25 years, MicroMass has been perfecting the integration of behavioral science into our solutions. In the last six months, we’ve concentrated on going beyond insights to ensure that we deliver behavior change experiences for our clients that combine compelling creative, behavioral science and the purposeful use of technology.
Examples include the development of a needs assessment tool to facilitate skill building, delivery of curated content for people living with cancer and incorporation of interactive exercises to address functional, emotional and physical needs of asthma patients.
A key notion we reinforce with our clients is that the process of behavioral change is not a “check the box” or one-off solution. People are dynamic, and behavior change rarely requires overcoming only one barrier.
Fabio Gratton
Cofounder and CEO, Sonic Health
We found a best-in-class partner that has developed a unique technology that captures customer stories and then analyzes their linguistic and acoustic signals to determine how people truly feel when they talk. There are specific speech-emotion and sociolinguistic markers that can be strong predictors of future behavior.
We took the time to educate our clients about the importance of looking beyond the metrics provided by traditional market research methodologies that can help them get a better understanding of why people make the decisions they make.
We never stopped listening after developing campaigns and messages based on the learnings. We test our ideas with our target audience by carefully listening to what they say, ensuring our designs have the highest likelihood of impacting decision making.
From the June 01, 2019 Issue of MM+M - Medical Marketing and Media
