#Japan #Tokyo #CoBe-Tech #iGH #Health Communication

Introduction

In a pioneering initiative, iGH Holdings, through its subsidiaries InFront and Insight Eye, has launched a collaborative support service aimed at integrating behavioral economics into medical communication for pharmaceutical companies. Partnering with CoBe-Tech, a consultancy spun out from Osaka University, this new service seeks to understand and improve the information exchange between pharmaceutical firms and healthcare professionals. With the goal of designing behavior change, the program recognizes that rational decision-making does not always occur, even when the choices are clear.

The Challenge of Information Transfer

In the medical field, communication from pharmaceutical companies often tends to be one-sided—from companies to physicians or from physicians to patients. This lack of bilateral communication can lead to underutilization of valuable information, ultimately impacting treatment adherence and effectiveness. The risks of adverse events may also increase as a result of inadequate information transfer. Behavioral economics reveals that people frequently demonstrate cognitive biases; they may understand the 'best' option but fail to act accordingly. This flaw in rational decision-making is crucial for iGH and CoBe-Tech's new program to address.

Collaborative Service Overview

The service offered by iGH and CoBe-Tech combines cutting-edge behavioral economics insights with expertise in medical communication. CoBe-Tech, known for its scientific approach, provides the theoretical backbone, while iGH brings in-depth knowledge of the pharmaceutical industry’s unique regulations and environments. By utilizing behavioral diagnostic surveys, they aim to thoroughly understand target audiences. The implementation of these insights directly influences promotional strategies and resource designs—creating a new standard for pharmaceutical communications through theoretical foundation and practical applicability.

Comprehensive Approaches to Behavioral Change

The new service integrates actionable strategies derived from behavioral economics, facilitating the design of behavior change. iGH and CoBe-Tech’s collaborative approach enables pharmaceutical companies to foster a deeper understanding of their audiences, ensuring that interventions resonate effectively. Review of existing promotional materials based on behavioral science, as well as the supervision of disease awareness campaigns, further illustrates the commitment to blending theoretical rigor with business needs.

Introduction of the Behavioral Economics Guidebook

To further enhance the application of behavioral economics in pharmaceuticals, a guidebook has been released. This resource compiles insights on how to effectively motivate actions among patients and healthcare professionals. It clarifies the reasons behind inaction and suggests strategies utilizing behavioral economic principles, such as nudges and addressing status quo bias. Real-world cases, including strategies that increased breast cancer screening rates, are shared to provide practical examples of how these principles can be successfully implemented.

Access to the Guidebook

The guidebook is freely accessible for download on iGH's dedicated healthcare communication platform, i-Gate. This resource is designed to empower pharmaceutical communication personnel to adopt these innovative approaches in their campaigns and strategies.

Consultation and Contact Information

Pharmaceutical companies interested in the service or in changing their communication designs through behavioral insights are encouraged to reach out to the sales teams at InFront and Insight Eye for any inquiries or consultations.

About CoBe-Tech

Founded in May 2022, CoBe-Tech is a specialized consulting firm focused on translating research insights in behavioral economics and cognitive behavioral science into actionable intervention strategies. Based in Osaka, the firm provides comprehensive services to pharmaceutical and healthcare clients, including marketing strategies, patient behavior change programs, and campaign designs aimed at enhancing screening rates and health behavior outcomes.

About iGH Holdings

iGH Holdings, established in November 2015, oversees a consortium of healthcare agencies, including InFront and Insight Eye, which support pharmaceutical communication and research publication activities. Deriving insights from strong scientific literacy, iGH is committed to creating new values and solutions that address the diverse challenges faced by healthcare professionals, patients, and their families.