Improving IBD patient care by addressing HCP cognitive biases

A pharmaceutical company was seeking to deepen their understanding of Gastro treatment decision-making processes to identify cognitive biases that hold IBD patients back from a treatment switch when necessary.

To help UC patients improve their care, the client needed concrete tactics for fighting Gastro cognitive biases that hold patients back from a treatment switch when they are actually switch ready.

• Analysis / synthesis of themes identified in audio recordings of Gastro-patient appointments.
• Video-recorded responses from Gastros and patients just before and after an actual medical appointment.
• Ethnographic interviews including behavioral interviewing techniques, such as metacognitive exercises.

Equipped with a nuanced understanding of Gastro-patient relationship dynamics, as well as a newfound appreciation for the psychology of cognitive biases, the client team created several concepts to address the most impactful cognitive biases holding Gastros and patients back from treatment switch.

"It's really exciting to see the commercial team embracing the HCP biases and the biases workshop generated clear tactics."