Why Understanding System 1 Processing and Emotions is Critical to Understanding Clinical Decision-Making
Marketers look with interest on the consumer purchase decision process and the various factors that influence this decision. The goal being if they can understand these influences, they can more effectively connect with these consumers in a way that is persuasive and compelling.
However, a comment we often hear from marketers in the life sciences space is that, because of their extensive training and the emphasis on making data-driven rational decisions, physicians are neither influenced by System 1 processes nor emotion.
We look at this a bit differently.
In this whitepaper, Rich Durante and Todd Trautz address this topic, based on years of conducting physician-focused research and the extensive clinical decision-making literature.