Decision science as a major driver of behavior change
The digital era and the changing relationships between health consumers and their caregivers create significant challenges. CureMyWay’s expertise was called upon to help big pharma and other companies face these challenges:
How do you stop the epidemic? Using medical knowledge combined with a deep understanding of barriers for patient motivation and comprehension, we created a short, accurate and actionable tool to help individuals keep track of their health and avoid developing chronic disease.
What do you do when the drug you sell is not offered as first line of defense? In several projects with pharma clients we delved into physicians’ psychological motivations and barriers in prescribing a new drug. The results were presented to marketing teams, and culminated in a presentation at a national sales reps meeting.
How to promote adherence to medication, and how can a company convey this knowledge across its multiple brands and a host of agencies? When a big pharma company was prompted by an agency to develop such guidelines, Dr. Miron-Shatz was asked to join the project as a decision scientist and an expert on adherence, patient communication, and health literacy.
How to create a meta-strategy that will differentiate an agency and be scientifically based and potent? CureMyWay’s team worked with an agency to crystallize its strategy and enhance it in a way that is unique for this agency that specializes in health.
How to go beyond measuring employees’ blood pressure and cholesterol level to actually informing individuals about their health status and motivating them to do something about this? In a project for a startup company, CureMyWay’s team redesigned the user interface and messaging, increasing employee understanding and instilling ongoing motivation using an emotional tone and immediate feedback.
Women undergo a mammogram and get the results in a letter – but do they understand what it says? Working with an HMO, CureMyWay’s team transformed the letter, introducing a succinct actionable summary in both the communication to the patients and to their physicians. This reduced the number of unnecessary calls and visits to nurses, PCPs and oncologists when test results were negative, at the same time reducing patient anxiety and increasing satisfaction.
Consumers purchase a product designed at enhancing their exercise – do they use it? An ambitious effort led by Dr. Miron-Shatz brought on a decision-science-based transformation in the website design, membership tiers, reward structure – the works. The result: increased consumer engagement, as measured by time using the device and number of entries to the website. And, of course, increased revenue and customer satisfaction.
Are marketing managers of an international cellular brand making the most of cutting-edge consumer behavior research? A workshop led by Dr. Miron-Shatz helped convey the principles of decision science and translate them to pricing and program schemes, guaranteeing consumer satisfaction and continued ROI.
How to convey academic knowledge in a clear, comprehensible way? Johnson and Johnson’s VP of Health Policy commissioned a White Paper on non-communicable diseases, which also resulted in a scientific publication at the Journal of Health Communication. The work was presented at the UN Special Assembly on non-communicable diseases, September, 2011, New York City. Large international organizations have expressed an interest in adopting the tool globally.
working with several international brands in a saturared area, to introduce new drugs, and position existing ones. Work included interviewing physicians to arrive at surprising insights on what appeals to them, moderating a scientific advisory board, and more.
Inspiring and engaging talks for advisory boards, marketing professionals, and brand managers. Targeted talks for physician groups, e.g., a talk for ophthalmologists, on how drug characteristics affect adherence to eye drops. A keynote address for Donate Life America was designed to provide guidance on how to build campaigns that would motivate donor signup.
Pharma advisory board meetings are filled with good intentions, knowledge, ego, and suspicion. Dr. Miron-Shatz is a master at navigating those. Her science skills, credibility, creativity, and unique training as a group counselor. turn advisory board meetings into a productive experience, creating common ground, good will, and a true discussion of findings. One of the participants at a recent advisory board she led was cited as saying “the best advisory board meeting I ever attended.”