How to Inspire Doctors to Action

Most healthcare communications are one-size-fits-all. It intuitively makes sense to present all doctors with the same facts about a product's efficacy and side effects, because science is core to their training. But when our 2018 study demonstrated that targeting consumers' personal motivations is the most effective way brands can break what we call "health inertia,” we wondered: is this also true of healthcare professionals?

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