Behavioral Science Expert Richard Shotton on Pharma Marketing

In the latest EMJ GOLD podcast, Richard Shotton, founder of Astroten and author of 'Hacking the Human Mind,' discusses how behavioral science can improve pharmaceutical marketing. He emphasizes understanding actual human behavior over stated preferences, and highlights the effectiveness of social proof, trusted messengers, and concrete storytelling. Shotton argues that making desired behaviors easier is more impactful than stronger arguments, offering insights for pharma communication.