The Next Marketing: From Molecule to Mindset—How Doctors Decide and How Marketers Can Win the Script

In an era where physicians face overwhelming information overload and cognitive scarcity, traditional marketing approaches are failing. Healthcare professionals spend six hours daily navigating digital systems, and many of them feel overwhelmed by promotional content. The solution? Nudges. The Next Marketing reveals how behavioral science is transforming pharmaceutical marketing and healthcare delivery. Author Harshit Jain, MD—physician, entrepreneur, and founder of the world's first physician-only programmatic marketing network—demonstrates how subtle, strategically timed interventions can guide clinical decisions without compromising physician autonomy.
This groundbreaking book shows you how to:
Embed nudges within EHR systems and clinical workflows
Reduce physician burnout while improving patient outcomes
Leverage behavioral economics principles for ethical, compliant engagement
Implement real-time interventions for affordability, clinical trials, and treatment decisions
Featuring the Immunity Charm campaign that won India its first Cannes Lions Grand Prix for Good, insights from Cass Sunstein's foundational nudge research, and practical applications from leading healthcare platforms worldwide, this essential guide provides marketers, healthcare leaders, and innovators with a roadmap for creating meaningful impact—one nudge at a time. Read more