Episode 008: Social Centricity

Everything we know about what a patient decides to do could be wrong. Kathleen Starr, Managing Director of the Behavioral Insights group at INC Research/inVentiv Health, has been studying patient behavior for her entire career – and she has found that we need to broaden our thinking beyond just the patient’s actions and really think about all of the different things that are really impacting their decisions and their ability to act on those decisions.  This social centricity is made up of people's day-to-day lives and the social context in which they live: the family they live with, how they work, that really helps drive a lot of their decisions, how they think about their disease, how do they think about their treatment and then ultimately their real ability to be able to be adherent to therapy.  Host Jeff Stewart talks with Kathleen about what she found in a two-year ethnographic study of 30 American families, how that is changing the way we think about patient behavior and what pharma companies need to consider in order to evolve the way in which they interact with these patients.    The information, data and other content contained in this podcast and any associated articles, sponsorships, advertisements, announcements or other communications are provided for informational purposes only and should not be construed as professional advice of any kind, on any subject matter. The content of the podcast contains general information and may not reflect current legal developments, verdicts or settlements. Moreover, the content is not guaranteed to be complete, correct, timely, current or otherwise up-to-date. INC Research/inVentiv Health reserves the right to make alterations or deletions to the content at any time without notice to you. INC Research/inVentiv Health and its subsidiaries expressly disclaim all liability in respect to actions taken or not taken based on any or all of the podcast content. The information, data, and other content contained in this podcast is not a reflection of, endorsed by or otherwise affiliated with, nor should it be attributed to, any INC Research/inVentiv Health clients, customers or other contacts.The views expressed in this podcast belong solely to the speakers and do not represent those of their organization.  If you want access to more future-focused, actionable insights to help biopharmaceutical companies better execute and succeed in a constantly evolving environment, visit the Syneos Health Insights Hub. The perspectives you’ll find there are driven by dynamic research and crafted by subject matter experts focused on real answers to help guide decision-making and investment. You can find it all at https://www.syneoshealth.com/insights-hub. Like what you’re hearing? Be sure to rate and review us!  We want to hear from you! If there’s a topic you’d like us to cover on a future episode, contact us at [email protected].