Peas In the Pod

Behavioural science - Where does it bring the most value?   In the complex world of pharma MR, leveraging behavioural science can help us uncover the deeper drivers of behaviour and decision-making. This is a powerful tool for delivering more actionable recommendations that can have a real-word impact.   But where does BS make the biggest difference? There are three settings where we feel it adds real value:   1️⃣ Message Testing: Crafting communication that resonates and drives action.
 2️⃣ Patient Experience: Designing tools and interventions that better fit into patients' lives.
 3️⃣ Drivers & Barriers: Breaking down what truly influences decision-making to fuel better strategies. 👇 Swipe through our carousel below to learn more about how BS can help in these three areas to bridge the gap between insights and real change.    **Connecting the dots between the Patient, the Prescriber and the Pharma industry**

Access to prescription medicines remains a significant challenge, influenced by factors such as geography, healthcare systems, and insurance coverage. Bringing a new treatment to market requires immense time and effort. Understandably, pharmaceutical companies often focus on achieving key milestones, like regulatory approval, as quickly as possible, sometimes without fully considering what comes next. However, an intense focus on approval can risk overlooking the larger objective: ensuring patients can afford and access these treatments. In this article, we explore a simple mindset shift that can help manufacturers take a more proactive approach to ensuring their products reach the people who need them most.

Everything started with a problem to solve and a play on words. Fast forward six months, and Peas In the Pod is now a fully formed start-up, steadily improving in all aspects of the business. Thank you so much to all who believed in us throughout the challenge of setting up and finding our place as a new agency. We would like to wish you all a wonderful holiday season and a fantastic start to the new year! 🌲 🌲 🌲

▶️ How do we step into the patient's shoes? Pharma marketing is no longer about promoting products as much as it is about understanding and addressing the lived experiences of patients. Achieving patient engagement requires moving beyond theoretical personas and truly stepping into the patient's shoes. ▶️ But how can marketers develop this level of empathy, especially in an industry driven by data, regulations, and complex healthcare systems? Stepping into the patient’s shoes isn’t just a strategy - it’s a mindset shift. By truly understanding patients’ struggles and aspirations, pharma marketers can create campaigns and solutions that resonate deeply, build trust, and ultimately improve outcomes. Empathy isn’t about imagining what it’s like to be the patient — it’s about learning from the patient to understand how to help. What steps are you taking to bring patient voices into your marketing strategies? Swipe our carousel 👇 to find 4 things we can do to help you on this journey. **Connecting the dots between the patient, the prescriber and the pharma industry**

👨🏫The Evolution of the KOL’s Role While working on a project in a treatment area we have been exploring for years, we couldn’t help but notice a big shift in how physicians form their opinions these days. Key Opinion Leaders (KOLs), also known as Key External Experts, have long been the architects of prescribing behaviors, shaping clinical adoption, guideline development, and innovation. Historically, their recommendations were regarded as the gold standard, heavily influencing treatment norms. ⏩But the landscape is changing. Today, specialists increasingly prioritize their own clinical experience and real-world patient outcomes over traditional opinion-based guidance. Once trusted authorities, KOLs now serve as data interpreters—a shift driven by saturation, ethical concerns, and the democratization of information through digital platforms. ➡️ Swipe through our carousel to explore the 5 key milestones in the evolution of their role. In our next post, we’ll talk about the rising importance of Real-World Evidence (RWE)

🧠 As qualitative researchers, we are expected to interpret not just what participants say, but also the unspoken clues - the silences, hesitations, and contradictions. This interpretive expertise transforms raw data into meaningful insights, uncovering rich, nuanced understandings of people’s attitudes and behaviors. Yet, we need to acknowledge there are limitations to qualitative feedback. Responses can be biased, shaped by context, influenced by the way questions are framed and difficult to scale. So how can we mitigate these limitations? Behavioral science (BS) is a powerful resource. Grounded in evidence-based models, BS lends scientific rigor to qualitative insights, enabling stronger, more confident recommendations about interventions that truly make a difference. Have a quick swipe through our carousel attached👇to find out about the 5 key benefits of complementing your qualitative MR with behavioral science. *Connecting the dots between the patient, the prescriber and the pharma industry* #behavioralscience #healthcaremarketresearch #pharmamarketing

Thank you EPHMRA for welcoming us as a new agency member. Excited to contribute to the continuous development of best practices aimed at upholding the highest standards of integrity and excellence in healthcare market research. We look forward to reconnecting with familiar faces and meeting new colleagues in one of the upcoming events!

Just a few weeks ago, our team delivered the results of a multi-country MR project. We had a full virtual room – over 40 attendees from both global marketing and local country teams, all gathered to dive into our findings. We had done our homework, meticulously mapping out the nuances of each market and offering a picture of how different geographies might behave. However, as often happens in this kind of setting, we could sometimes feel the quiet skepticism from some local teams. For them, global findings may have felt too broad, missing the finer details that reflect the unique dynamics and nuances of their specific market. This experience reminded us of a common challenge in global marketing: even the most thorough strategy can struggle to gain acceptance when local teams feel like distant observers rather than key players. In our latest article, we discuss ways to better engage local teams to turn a top-down approach into more of a shared journey.

🍀 November is Pulmonary Arterial Hypertension (PAH) Awareness Month. Speaking with patients living with Pulmonary Arterial Hypertension has been a profound source of inspiration, showing us just how resilient people can be. This rare, chronic, and severely debilitating respiratory condition often doesn’t receive the recognition it deserves. One patient described it best: “Imagine breathing through a straw with your nose pinched.” Simple activities like showering or walking become exhausting. Being a progressive disease, limitations on daily activities tend to increase overtime. ⏭ However, from the outside, PAH patients may look quite healthy. Because symptoms aren’t necessarily visible, many patients feel judged and misunderstood, with strangers, family members, and even primary healthcare providers. Let’s use this month to amplify awareness, encourage earlier diagnosis and support those living with PAH—because no one should have to justify their struggle with such disease. #PAHAwareness #PatientAdvocacy #PulmonaryArterialHypertension #RareDiseaseAwareness

🟢 Pea for Play Play is embedded deeply in our biology, psychology, and social development as human beings. From a young age, it’s how we learn to navigate the world. Even as adults, play is fundamental to how we connect on a deeper, more genuine level. Playfulness breathes life into a brand, inviting curiosity, fueling joy, sparking creativity, and generating a sense of ease. Tapping into this primal connection resonates instinctively with any audience as it is in our DNA. ➡ Can we be serious, credible, and playful at the same time in healthcare? Yes, we can. The key is to use playfulness to humanize the brand, not trivialize the topic. Through storytelling, approachable language, and creative visuals, we make complex topics accessible. We bring empathy and optimism, encouraging people to feel comfortable engaging with sensitive issues. How are you incorporating play in your work? Thank u Gabriele Ricci for bringing to life our logo in this brilliantly playful animation 🙏