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The Scarcity Principle: How it Shows Up in Healthcare
Easter is around the corner, which means one thing: the hunt for limited‑edition chocolate eggs is officially on. Those once‑a‑year treats are a perfect reminder of the Scarcity Principle, when something feels rare, urgency spikes. A sense of urgency that occurs only once a service becomes limited. These aren’t just logistical challenges bu...
The Planning Fallacy: Why Good Intentions Fade
Why do New Year’s resolutions start with enthusiasm, only to quietly disappear by the end of February? It’s rarely a...
What Valentine’s Day Can Teach us About Personalisation In Healthcare
Valentine’s Day is filled with mass‑produced cards, identical gifts, and ready‑made messages. Yet despite this, a ...
Concept Testing in Market Research
If you’ve ever watched The Traitors, you’ll recognise how instinct and personal impressions shape people’s decisio...
Optimism Bias in Healthcare
Every day, we navigate a world full of risk. Driving to work, crossing the street, letting a toddler eat anything, even ...
How to Better Patient Engagement in Healthcare
Struggling to influence patient adherence or prescribing decisions? You’re not alone. Many healthcare professionals re...
Why Over-Explaining Matters for Healthcare Marketing
Have you noticed how TV characters are suddenly spelling everything out? Repeating plans, narrating their thoughts, and ...
HIV Insights: What You Need to Know to Drive Impact
World AIDS Day reminds us that HIV is not over. More than 40 million people globally live with HIV, and disruptions in f...
Manipulating Data in Healthcare
When we hear big numbers in the news, they often grab our attention. For example, on Tuesday, 11th November, 1,200 fligh...
Bringing Rigour to Behavioural Interventions in a Digital World
The digital healthcare market is growing fast: from digital therapeutics and AI diagnostic tools to patient smartphone a...
Misattribution of Arousal
What Is Misattribution of Arousal? Ever felt your heart race, palms sweat, and breath quicken, only to misread the caus...