Turning Nudges into Big Wins: How Behavioral Science is Shaping Point-of-Care Marketing

I recently attended the MM+M Media Summit in New York, an annual event that brings together  leaders in healthcare media and pharma marketing for a day of stimulating discussion about the media channels and strategies driving successful outcomes. Topics included pharma’s adoption of TikTok, the evolving impact of health influencers, understanding the ad-supported streaming world, and uses of generative AI..

One particular topic that has stuck with me was part of a panel on the evolution of point-of-care (POC) marketing. It looked at how to turn “nudges” into big wins in POC marketing and was my introduction to  “Nudge Theory.”

For those unfamiliar with “Nudge Theory,” it’s a behavioral science concept that explores how indirect suggestions and subtle interventions, known as “nudges,” can influence people’s decisions and behaviors without forcing or restricting their choices. The theory is based on the idea that people often make decisions that are not in their best interest because of cognitive biases, lack of information, or a tendency to follow default options. A “nudge” aims to gently guide people toward better choices by modifying the way options are presented. For example, placing healthier food at eye level in cafeterias nudges people to make healthier eating choices, or setting up default options in retirement plans encourages higher savings rates.

Used with permission of The Whatfix Blog. https://whatfix.com/blog/nudge-theory/

In healthcare marketing, “Nudge Theory” often focuses on “choice architecture”—designing choices in a way that makes desirable options more accessible or appealing without removing any alternatives. This approach respects individual freedom while encouraging positive social and personal outcomes. For example, personalized text or email reminders can nudge patients to refill a prescription or schedule a medical appointment.

There are a number of steps involved in modifying behavior via Nudge Theory,  pre, during and post nudges. Most of the work done before a “nudge” revolves around understanding the consumer who will be receiving the message (i.e., audience analysis and segmentation). Generative AI has recently become more leveraged throughout the process. Once a “nudge” has been completed, the behavioral shift must be maintained with short term wins (adherence). When executed correctly, nudging can lead to higher conversion rates in POC marketing and can be applied across different channels.

​As for the future of Nudge theory, the panel also addressed how AI will supercharge the power of nudges through context and predictive analytics to deliver timely and hyper-personalized messages to deliver more effective outcomes for marketers and ultimately improve HCP-patient interaction.