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.
Oftentimes it is less about the information itself rather than how it is presented. For example, as a patient how would you react if the doctor told you the survival rate for your surgery was 90%? Now, imagine he told you the mortality rate is 10%? Do the sentences evoke different feelings? How information is framed can drastically influence how doctors and patients respond to information.
This applies beyond percentages too. A doctor could say that with the medication, the mortality rate was reduced by 1/3. Alternatively, he could say that the mortality was reduced from 3 in 1,000 to 2 in 1,000. Would the way that is presented change your mind?