Dan Coffin – Behavioural Economics in Healthcare
In this video Dan Coffin, Director, Global Head of Health at Illuminas, discusses the significant role that behavioural economics plays in healthcare settings. He also explores the value of behavioural economics thinking in market research, particularly within the pharmaceutical sector.
Dan Coffin, along with Jonathan Fletcher, Group Managing Director of Illuminas, is a contributor to The Market Research and Insight Yearbook. Their chapter, Using Behavioural Economics in Healthcare Research, shows the relevance and value of a behavioural economics approach to research in a professional area of decision making which is often thought of as highly rational and evidence based: prescribing practice.
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