How to Solve the Intention-Behavior Gap
It’s a real-world problem. Respondents report that they intend to act one way during market research but often act in a very different way in the real world. This intention-behavior gap makes it challenging for pharmaceutical brands to identify the most motivating insights to ground foundational marketing strategy and to anticipate reactions once a product and messaging are in-market. Join Dawn Palace and Liz George of Market Strategies International-Morpace as they share qualitative success stories that demonstrate how to close the intention-behavior gap for patients and physicians. You’ll learn how to 1) tap into a patient’s inner monologue vs. public voice; 2) deal with overstatement of HCP product adoption; and 3) talk with patients and HCPs on their terms to encourage more realistic responding and insights. At the end of the session, you’ll leave with real-world tactics to solve a real-world problem.
Presenters:
Dawn Palace, Ph.D., SVP, Life Sciences, Market Strategies
Elizabeth George, Moderator, Life Sciences, Market Strategies
Date: February 6-7, 2019
Location: Newark, NJ