Optimizing the digital continuing medical education experience for healthcare professionals

Pharmaceuticals & Healthcare Market Research

services applied

Consumer Behaviour Analysis

challenge

Our client was looking to understand the touch points and pain points surrounding CMEs from a Healthcare Professionals (HCPs) perspective.

Older male doctor using desktop computer in bright office, wearing stethoscope, lots of light coming in windows

impact

We uncovered opportunity areas and developed a set of design principles for optimizing the digital CME experience. These design principles nudged HCPs towards CME initiatives designed by our client because they accounted for the cognitive biases that shape HCPs’ decision-making.

method

We conducted a series of in-depth interviews with HCPs to understand their experience engaging in continuing medical education (CME) and assessed for the pain points, unconscious needs, and cognitive biases embedded in their experience.

By applying a behavioural science lens, we uncovered the subconscious cognitive biases that were shaping how HCPs perceive CME events/materials and how they made choices regarding which events/materials to engage with.