Marketing to the Habitual Mind: How to Become Your Customer's Habit
Please note this webinar will take place from 12 – 1 PM ET. Please convert into your local time zone and mark your calendar accordingly.
Registration for this webinar is a brief, two-step process. Once you’ve completed your registration here, you will receive an email with instructions on how to receive the link for the webinar.
The field of Behavioral Economics has made major inroads into pharmaceutical marketing. Virtually everyone in our industry has read Daniel Kahneman’s Thinking Fast And Thinking Slow, and many marketers are trying to use decision making shortcuts like biases and heuristics to their advantage in developing marketing tactics. There’s only one problem. As Kahneman himself admits, Behavioral Economics only applies to decision making, and has nothing to do with most behavior that is the result of habits, not decisions.
This presentation will provide participants with a new perspective on how important understanding and influencing customer habits is to marketing success. Marketing success, after all, is the result of changing customer behavior, not of changing attitudes.
Through a review of habit theory and two case studies, the presenters will discuss a Six Step Habit Formation Model that goes well beyond the more traditional Trigger/Behavior/Reward model. More specifically, they will show the importance of understanding such constructs as the Context in which the habitual behavior is conducted and the Behavior Belief through which Feedback is interpreted to marketing success. They will discuss how a successful launch of a new product involves first selling to the Executive Mind and then transitioning into developing a prominent place for the product in the Habitual Mind.
The presentation will conclude with two case studies which demonstrate how opportunities and challenges exist at every stage of the Habit Formation Cycle, and how product teams who don’t understand this fact can stumble in the marketplace.
Audrey Wu, Vice President, ThinkGen, 2019 HBA Rising Star
Richard B. Vanderveer, Ph.D. Chief Innovation Officer, ThinkGen
Registration information
Event is open to: HBA Members and Nonmembers
Online registration is open until one hour before the webinar begins.
Learning Objectives
1. Why it is essential to fully understand the Habit Map of a treatment area you are about to enter.
2. The necessity of marketing to both the Executive Mind and the Habitual Mind, and how to do both.
3. When it is appropriate to use the Habit Marketing Model, and when to rely on Behavioral Economics.
Pricing
| Regular Registration | $10.00 / €9.00 | $15.00 / €13.00 |
Members receive up to 50 percent discount
Event Policies
Photography Policy
By registering for this event, you acknowledge that you may be photographed, videotaped, and/or audio-taped during the meeting and hereby give permission for your image, voice, or survey comments to be used in education, training, promotion, and/or trade and communications media by the Healthcare Businesswomen's Association in any and all media throughout the world, without restriction as to frequency or duration of usage.
COVID-19 Policy
The HBA requires that all persons who participate in in-person events do so at their own risk and that each participant agrees to the following agreement before taking part in the activity and urges all participants to act in such a manner as to protect their own safety and the safety of others.
By registering for this event, I fully understand that my participation in the program is purely voluntary. I desire to participate and agree to act reasonably and prudently under the circumstances. I further understand that any HBA volunteers participating in the activity will act individually and will not represent the HBA. As a condition to my participation the activity, I waive and release the HBA and their officers, employees, and agents from any claim that I may have for any damage to property or injury to my person that may result in whole or in part from my participation.
Special Needs Policy
The HBA will make reasonable modifications to policies and programs to ensure that people with special needs can enjoy all of its programs. Contact us if you require special accommodations for this event.