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When physicians get emotional
Eelke Roos
Senior Manager | SKIM London
Using mobile devices to capture the truth
behind prescribing decisions
Outline
System 1 /
System 2
1/2
Applicability
to Health care
Deeper Insights
from Mobile Research
Daniel Kahneman
System 1 System 2
Bread and …..
Finish the following phrase
Name this color
Answer this equation
2+2=?
Which line is longer
a
b
Count the occurrences
of the letter A
“System 1 operates automatically and quickly, with little
or no effort and no sense of voluntary control. System 2
allocates attention to the effortful mental activities that
demand it, including complex computations”
Answer this equation
2.486 x 9.996 =
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
OCCURRENCE MEASUREMENT
OCCURRENCE MEASUREMENT
● 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
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
Example 1
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
