Episode 131 How small changes to choice design can help pharma brands drive better prescribing outcomes
MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple diagram that cut medication errors in half, and two studies showing doctors are swayed by menu order and time of day when prescribing.
Episode Highlights
Scaring patients with worst-case health scenarios can backfire, causing them to ignore critical medical information to avoid anxiety rather than taking action.
Reordering electronic prescription menus to list generic drugs above branded options significantly increases generic prescribing rates by adding slight friction.
As doctors experience decision fatigue throughout the day, they become more likely to choose easy options, like inappropriately prescribing antibiotics to patients.
Resources & Useful Links
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Ep130 - Interview: Michael Norton, Harvard Business School professor and author of The Ritual Effect, on how brands turn ordinary consumption into rituals that build emotional connection
