newristics

bhvr masterclass

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.

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BHVR Masterclass 7
Newristics
23 OCT, 2018

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.