TBWA Paling Walters highlights unconscious behaviour issues in healthcare

TBWA Paling Walters has conducted a presentation to highlight the effect of unconscious behaviour on healthcare decisions.

The recent event, which was organised in conjunction with Hall and Partners, saw philosopher and behavioural expert Dr Nick Southgate talk about the way irrational and unintentional behaviour can affect the way patients receive therapy.

He said many people find it hard to adhere to treatment regimens that do not engage them properly, making it vital for pharmaceutical companies to create intuitive product designs.

Similarly, many doctors can unconsciously base their prescribing decisions on a desire to avoid making too many choices, according to the psychology expert.

Dick Dunford, executive creative director at TBWA Paling Walters, said: "We know that the media landscape and the sales rep model is changing and we're formalising and developing different ways and activities to develop a relationship and engagement with our target."

TBWA Paling Walters is based in London and serves healthcare clients across Europe.