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 very interesting Master Class focuses on ‘Instant Return’, or the tendency of people to value immediate rewards, even if there is little benefit to receiving the reward immediately. You will see how brilliantly marketed brands like Tums and First Response have managed to grab customers’ attention by playing to this heuristic. You will also learn about ‘Focusing Effect’ and understand how by emphasizing the importance of a relatively small detail, we end up ignoring the broader picture. Health brands routinely apply this heuristic to their messaging to make it more appealing for their client base.