🧠 Why HCPs Don’t Change — Even When the Data Says They Should

In healthcare, we often assume that if people know better, they'll do better.

But awareness isn’t action. Education isn’t behaviour change. And even the best campaigns can fall flat when they don’t account for the realities of human decision-making.

Ever worked on a campaign that ticked every box… but didn’t change anything?

Chances are, you solved the problem right — but it wasn’t the right problem to begin with.

In pharma and healthcare, behaviour change doesn’t hinge on awareness alone. The real blockers are often invisible in the brief — buried in habits, heuristics, and hidden beliefs.