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Precisioneffect’s Lotterman Presents the Behavior Change Strat Map in MedAd News

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).

Precision Medicine Group is an integrated team of experts in fields from advanced lab sciences to translational informatics and regulatory affairs, payer insights to marketing communications. Together, we help our pharmaceutical and life-sciences clients conquer product development and commercialization challenges in a rapidly evolving environment.