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.

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.