The Behaviour Change Playbook for Pharma: Trevor Gore
Want to understand what really drives behaviour in pharma - and know exactly how to change it? This training is for you.
What is it?
A half-day, interactive training session introducing behavioural science and how it applies to challenges in the pharma industry - from influencing HCP prescribing to boosting patient adherence.
What does the workshop cover?
This small group, virtual workshop will give you an introduction to the field of behavioural science as it applies to pharmaceutical industry marketing challenges.
This session uses the BIT's EAST framework - Make it Easy, Attractive, Social and Timely - as a practical lens for understanding how and why people behave the way they do.
Within each pillar, we explore the classic and lesser-known experiments that reveal how decisions are really made, whether that's patient's or doctor's. We cover everything from how social proof shapes prescribing behaviour and why fear-based messaging can backfire, to the surprising role that timing plays in habit change.
Interactive working sessions give you the chance to apply the principles directly to your own challenges, leaving with real ideas you can act on immediately.
You’ll leave the session filled with new ideas for creative, effective approaches to your challenge, and an understanding of why these approaches will work.
If understanding what drives human decision-making isn't already central to your strategy, it will be after this session.
Who is the workshop for?
Anyone working in pharma who wants to influence behaviour - whether that's encouraging HCPs to prescribe, improving patient adherence, or shifting disease awareness.
How is it delivered?
The workshop is conducted over Zoom and led by Richard Shotton, founder of Astroten and author of The Choice Factory, The Illusion of Choice and Hacking the Human Mind.
Workshop details
Session limited to 15 attendees
Cost: £379 + VAT (if you're outside of the UK, contact Richard directly to arrange a non-VAT ticket)
Date: Monday June 15th 2026
Start time: 2.00 p.m. London time
End time: 5.00 p.m. London time