Case Study: a large pharmaceutical company optimizes CME experiences for HCPs with Greenbook

a large pharmaceutical company optimizes CME experiences for HCPs with Greenbook

The large pharmaceutical company sought to optimize its continuing medical education (CME) experience for healthcare professionals (HCPs) to become a more engaging and customized industry partner. Their challenge was to understand HCPs' touch points and pain points to better tailor offerings for specific segments. They engaged vendor Research Strategy Group Inc. to apply a behavioral science lens to this research.

Research Strategy Group Inc. conducted in-depth interviews with HCPs and used the Fogg Behavior Model to uncover subconscious cognitive biases and drivers of engagement. This approach identified a hierarchy of motivations and provided insights into functional needs. The result was a set of design principles that successfully nudged HCPs towards the client's CME initiatives by accounting for the cognitive biases shaping their decision-making.