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 ‘Salience Effect’, or our tendency to pay more attention to things that occur with higher frequency in our lives, even if they are not very important. You will get to see how in the Pharma industry, Salience Effect in the heartburn category is driving suboptimal treatment of heartburn as a chronic condition. Also learn about ‘Incremental Decision making’, which explains why humans are more comfortable making a series of incremental decisions rather than one big decision. Gain awareness of how the weight loss category has routinely used this heurist ic effectively in their messaging.