When physicians get emotional
Eelke Roos
Senior Research Manager – SKIM | London
Megan Long
Senior Analyst – SKIM | Hoboken
Using mobile devices to capture the truth
behind prescribing decisions
@skimgroup
Outline
System 1 /
System 2
1/2
Applicability
to Health care
Deeper Insights
from Mobile Research
Daniel Kahneman
System 1
Fast
Subconscious
Intuition
System 2
Slow
Conscious
Rational thought
System 1 System 2
The answer to 2 + 2 The answer to 2,486 x 9,996
Detect that one object is more Fill out a tax form
distant than another
Complete the phrase Complete a complex market
“bread and …” research survey
Read words on Count the letter A in a
large billboards piece of text
Play chess Play chess
(if you are Garry Kasparov) (if you are Eelke Roos)
What about prescribing?
System 2 activity
slowSystem 1 activity
fast
● Emotions wear off
● Recall fades
● Answer solely based on hard factors (e.g. hard clinical facts)
● Based on more softer factors
● Easier to recall why
● Answer based on a combination of soft and hard factors
OCCURRENCE MEASUREMENT
OCCURRENCE MEASUREMENT
Research
Facility
Post-hoc:
Patient
ConsultationPatient
Record
Patient
Consultation
Mobile
App
Data collection is changing
Ad-hoc:
Business problem
Brands perceived as
similar
Unclear what
drives prescribing
decisions
Need to understand
drivers
3 minutes of
closed questions
2 minute
voice memo
Data collected via mobile app
Mobile Research
Example
50 physicians 65 physicians
Participation
254 262
Forms of patient influence on treatment
Decline the drug Proactively suggest
treatment
Physician
presents options
Findings
Tweak messaging
to support physician-
patient dialogue
Increase
Direct-To-Consumer
(DTC) advertising
Actions taken by client
Thank you!
skimgroup.com
Eelke Roos, Senior Research Manager
+44 208 22 27 706
Megan Long, Senior Analyst
+1 201 685 8259
