Given their dedication to science and logic, one
would expect doctors to be the epitome of rational decision making. Their
decisions should be based on evidence, and their choices should maximize the
likelihood of recovery. Similarly, patients should also make decisions about
their health based on clear logic and rationality.
However, our long experience of studying
decision-making of both physicians and patients seems to indicate otherwise.
Doctors’ decisions are often influenced by availability and representative bias,
causing ignorance of hard-core scientific evidence in front of them. Their
choices are often determined by the memory of their own experience,
particularly those vivid cases where something unexpected transpired.
Patients, similarly, often seem unable to make
choices even when some courses of action are clearly more desirable. Choices
are influenced by probability weighting, social concerns, and emotional
On March 11, Illuminera
marketing experts in the healthcare industry will deconstruct the
decision-making process of doctors and patients based on behavioral economics.
We will discuss how to apply the framing effect to medical evidence in order to
effectively motivate doctors and patients to make the right decisions, while
addressing rational concerns and taking into account emotional needs.
*No charge for this event
Understanding the physicians’ and patients’
decision-making from a behavioral economics standpoint
The common “rule of thumb” heuristics -
availability, representative, and anchoring bias
Applying behavioral economics to improve communication
efficiency in promotion of medical brands
Who Should Participate
Marketing directors, managers, and other senior
professionals from the healthcare industry, strategy, product, and brand managers
Online (We will send access details upon
Adele Wu, Director, IlluminHealth