CASE STUDY:

Enhancing thought leadership credentials

OBJECTIVE

Help a research agency enhance their thought leadership credentials through a primary research study demonstrating key psychological factors which influence GP decision making.

This came via the opportunity to submit and present content at the BHBIA (British Healthcare Business Intelligence Agency) Annual Conference.

SOLUTION

A quantitative survey was undertaken with 100 GPs, and key psychological input was provided at design, analysis and reporting stages.

An experimental / split sample approach was used as part of the survey design, in order to demonstrate some decision-making factors of which respondents would not themselves have been aware (and so were unable to report).  

KEY PSYCHOLOGICAL CONSIDERATIONS

Risk aversion was highly prevalent, with many GPs not wanting to prescribe a new treatment unless they could be guaranteed a significantly better chance of patient survival than they get from their typical current treatment.

Over-confidence – when people’s confidence in their own ability is greater than their actual ability – was also observed, with the vast majority of GPs saying they are more confident in the accuracy of their own prescribing decisions than those of GPs in general. 

 
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