Challenge
Our client aimed to gain insights into the touchpoints and pain points related to Continuing Medical Education (CME) from the perspective of Healthcare Professionals (HCPs).
Impact
We identified key opportunity areas and created a set of design principles aimed at enhancing the digital CME experience. These principles effectively guided HCPs towards our client's CME initiatives by addressing the cognitive biases that influence their decision-making processes.
Method
We conducted a series of in-depth interviews with healthcare professionals (HCPs) to explore their experiences with continuing medical education (CME). Our goal was to identify pain points, unconscious needs, and cognitive biases influencing their engagement.
Using a behavioral science approach, we revealed the subconscious cognitive biases affecting HCPs' perceptions of CME events and materials, as well as their decision-making processes regarding which events and materials to engage with.
