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Join the EMJ GOLD team for a weekly exploration of all things pharma, featuring thought-provoking conversations, insightful interviews with high-profile industry guests and discussions about the latest trends and innovations taking the pharmaceutical sphere by storm.Whether…
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S12 E04: Richard Shotton on behaviour, bias and better pharma marketing (opens the original)
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In this episode, Isabel sits down with Richard Shotton, founder of Astroten and author of Hacking the Human Mind , to explore how behavioral science can help the pharmaceutical industry communicate more effectively and influence meaningful change. In the show, Richard explains why understanding what really drives human behaviour matters more than relying on what people say. He discusses the power of social proof, trusted messengers and concrete storytelling, and shares why making the right behav
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