Blog posts

Understand the barriers and bottlenecks which limit desired behaviors of patients and HCPs in the pharmaceutical industry and how messaging boosted by heuristic science can effectively influence any stakeholder audience.

How we can miss the forest for the trees with the focusing effect

Michael Hayden
07 OCT, 2019

Do you ever miss the forest for the trees? People can, even doctors. Sometimes we concentrate too much on a single detail, causing us to overlook other details that can be useful for constructing a more holistic understanding of something. For example, a doctor may place such a high degree of importance on the 1-year survival rate of a new cancer drug without considering other measures indicating the quality of life during that year extension.