Habit Engineering versus Behavioral Economics

In 2019, ThinkGen rolled out Habit EngineeringSM (HE) to the pharmaceutical industry. At virtually every presentation on HE, we have very understandably been questioned by clients as to the ways in which our new paradigm is the same as, and different from, Behavioral Economics (BE). Many bio-pharma companies have spent considerable time and effort exploring the application of BE to their marketing and marketing research activities.They are typically still intrigued by Behavioral Economics, but have been frustrated because their attempts to make practical use of BE have failed. This paper summarizes below is ThinkGen’s perspective on the comparison of Habit Engineering and Behavioral Economics.

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