Understand the barriers and bottlenecks which limit desired behaviors of patients and HCPs in the pharmaceutical industry and how messaging boosted by heuristic science can effectively influence any stakeholder audience.

Psychologists define personality as a relatively stable & enduring pattern of behaviors and tendencies. But looking at ourselves from an instantaneous point of view paints a very different picture of personality. Our brains are constantly changing...

A lot is known about the placebo effect - when sham treatments such as sugar pills induce a positive change in patients or reduce a medical problem’s intensity. The placebo effect is a non-specific part of a treatment where psychological factors...

Actor-observer bias occurs when a person attributes another person’s behavior to their personality, but justify their own ...

How often have you heard the phrase, “go with your gut”? For many of the decisions we make we don’t have data readily at...