BHVR is a series of masterclasses in behavioral science applied to messaging in the pharmaceutical industry. You can learn more from one BHVR Masterclass than an entire book on behavioral science.
This Master Class will introduce you to the ‘Ratio Preference Bias’, which explains how we find it easier to judge the meaning of a number expressed as a ratio rather than as a percentage. In the Pharma industry, drugs like Tremfya have effectively used this bias to frame their messaging. You will also see how we have a tendency to mimic the behavior of peers in a certain situation. This heuristic also known as ‘Social Proof’, has been extensively used in TV messaging by brands in the past.