Behavior science: the new capability every pharma company should be building

Behavior science: the new capability every pharma company should be building

Source: 
Pharmaforum
snippet: 

It is still uncommon to find pharma companies targeting the very nature of what their strategy demands. It seems strange that there is still a lack of capability towards understanding human behaviour.

Our understanding of human health has improved through in-depth knowledge of anatomy and biochemistry. However, to make healthcare accessible, we have developed a view of health that follows a relatively simple, serial approach when thinking about the causes of disease and their treatment.