Applying the science of behavior change


John Cahill and Charlie Buckwell explore the application of behavioral science to improving health and business outcomes. Read case studies from McCann Health in polio eradication, rare disease diagnosis and physician treatment choice that illustrate the application of behavioral economics and neuroscience.

Understand why communication, to be effective, must:

  • recognize that choices are made in complex systems determined by cultural, social and environmental considerations;
  • shift from presentation to conversation;
  • manage behavior as a currency, not an outcome.

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