AND HEAR FACTS,
BUT THEY FEEL A STORY.
Raw data trigger only 2 areas of the brain, but storytelling affects many more. That’s why scary movies make you jump and sad ones make you cry. The good ones stay with you long after the experience ends. Medical education for HCP audiences is no different.
We can only change behaviors if we truly understand the knowledge, skills, and motivators that drive them. Instead of taking the more traditional approach of simply raising awareness, we leverage behavioral science concepts. Understanding current behavioral drivers along with barriers to change—cognitive biases, for example—can inform our strategic approach to the medical story we develop. We then map these concepts to help us create a content ecosystem that drives a medical story with both relevance and resonance.