Behavioral science in practice

A global pharma company needed to understand what drives vaccination intent. We built a multi-phase behavioral research program — combining validated surveys, statistical modeling, and qualitative interviews — that produced a theory-driven framework linking risk perception to vaccination behavior.

Providers were focused on dosing. Patients were quietly dropping out. We identified the gap between clinical communication and patients' lived psychological experience — then transformed that insight into globally adopted training modules that gave providers tools to address the real barriers to adherence.

One-size-fits-all messaging wasn't moving oncologists in breast cancer — because they don't all decide the same way. We identified the clinical and emotional dimensions that actually predict hesitancy or uptake, segmented oncologists by mindset, and translated each segment into targeted messaging strategies.

Traditional research can't capture what happens in the exam room. We ran an experience sampling pilot where providers reported daily on vaccine conversations as they happened — surfacing real variation, missed opportunities, and the kinds of practical tools providers actually need to improve.

Clinicians weren't switching eligible patients to a treatment — and traditional metrics couldn't explain why. Through the reconstruction method, we uncovered the mental shortcuts and risk-framing patterns suppressing switching, and identified a specific patient population hiding in plain sight.

A competitor was launching first. Patient categorization was inconsistent. Demand moments were unclear. We synthesized behavioral research across markets into a five-opportunity launch framework — with early-adopter targeting, access tactics, and behavioral KPIs for months 1–6 — that became the team's internal launch foundation.

High message volume wasn't translating to HCP engagement. By mapping HCP mental models across segments and integrating ATU data, social listening, and behavioral research, we built a clear, testable roadmap for which messages to deploy, with whom, and when — improving CRM performance over time.

Clinicians kept defaulting to familiar therapies — and reps couldn't figure out why. We built a behavioral field excellence program with question-based selling flows, objection maps that separated what HCPs say from what they mean, and hands-on NSM workshops. The result: measurably better conversations and a scalable coaching model.

Fragmented knowledge was blocking a global pharma team from knowing where to intervene on disease prevention. We designed a staged, mixed-methods research program that built from pilot to large-scale validation — culminating in peer-reviewed manuscripts and a clear, multi-year evidence roadmap.

Patients completing initial oncology treatment didn't feel urgency for adjuvant therapy — they felt recovered. We diagnosed core barriers and translated them into messaging strategies using narrative framing and identity-affirming language that made future risk feel immediate and real.

A heart failure brand had segmentation — but teams couldn't turn it into messaging that moved prescribers. We identified the behavioral objections and cognitive biases most predictive of non-adoption per segment, then built targeted messaging strategies that directly addressed each group's real decision constraints.

An immunology team knew what prior research said about sequencing decisions — but not what was actually driving them. We ran a qual → quant → cross-cultural program that exposed the implicit shortcuts, diagnostic constraints, and rationalization patterns behind escalation, and delivered five concrete launch opportunities.

A global commercial organization was tracking beliefs and attitudes — but inconsistently, across brands, with no shared behavioral science foundation. We built a standardized, repeatable measurement system complete with item banks, construct design principles, and a workflow that embeds measurement into planning from the start.

Strong insights were landing in decks and going nowhere. We built an end-to-end behavioral strategy workflow — including behavior definition frameworks, barrier diagnostic maps, strategy-mapping templates, and measurement blueprints — that became the organization's internal playbook for turning insight into action.

A vaccine manufacturer had extensive materials in market — but HCP engagement varied wildly. We mapped every message to HCP archetypes, underlying barriers, and channels, applying behavioral science frameworks to refine existing messages and develop new ones organized across archetype × barrier × strategy × channel.

In a market shifting toward fixed-duration regimens, reps were responding to surface objections without reaching the real belief underneath. We mapped the cognitive shortcuts driving clinician defaults, built targeted challenge questions for each, and ran hands-on workshops so leaders could coach reps to reopen the conversation.