Precisioneffect Chief Creative Officer Deborah Lotterman pens a new commentary in the latest edition of MedAd News, “Making Sense of the Irrational.” In the op-ed, Lotterman explains how Nobel Prize-winning economist Richard Thaler’s premise that humans often make irrational decisions can be applied to clinical advances in healthcare. She describes precisioneffect’s own Behavior Change Strat Map—an attempt to chart all behaviors that need to change for a new standard to be adopted.

To read the complete commentary, please click here (see page 25).