How behavioral economics can help build better brand communications

For the people leading communication and marketing efforts in the pharmaceutical industry, enhancing the performance of their brands means ensuring maximum return on investment, however long that return takes.

Achieving this takes more than simply carrying out clever marketing campaigns. Strategies need to be carefully considered to ensure content triggers the right emotions in target audiences to drive them to take the desired action.

How can marketers deliver this for their companies? Can behavioral economics, combined with AI (artificial intelligence) help?

Roy Rogers, Director at Research Partnership, an Inizio Advisory company, explores how understanding behavioral economics is essential to delivering more effective brand performance for pharmaceutical companies.

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