Driving Patient & Pharmacist Behaviour Change in Pain Management

The Challenge

We collaborated with Haleon and their HCHS faculty to unlock the potential of pharmacists to support better pain management by elevating everyday patient consultations. The goal was to use behavioural science to drive real, meaningful change that could be scaled across different therapeutic areas and activated globally.

The Insight

We conducted in-depth multi-strand behavioural research. Through this, we identified a range of triggers and barriers to effective interactions, which we mapped across the COM-B model to inspire behaviour change solutions. One pivotal insight was the subconscious behaviour where both patients and pharmacists viewed consultations as purely transactional, limiting meaningful engagement. Amongst other necessary tweaks to the environment and interaction, we needed to change this perception and elevate the pharmacist's role.

Our Solution

Alongside Haleon we ideated and developed scalable interventions designed to reposition pharmacists as "Pain Experts” and to nudge and steer patients through a better and more tailored interaction within a pharmacy. These interventions included reframing in-pharmacy language and creating pre-consultation prompts for patients.

The Impact

A pilot program in pharmacies showed significant behaviour change: patients were 18 percentage points more likely to seek advice and 31 percentage points less likely to view pharmacies as prescription-only spaces. This work offers compelling proof that behavioural insight can drive meaningful change on the front lines of care, and has been nominated for global research and strategy awards and presented by TBA & Haleon at leading industry conferences.

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