This landing page provides access to a presentation delivered by Blue Matter Insights at the Intellus Institute 2025:
Identifying Critical Paths to Brand Adoption Using a Behavioral-Science Based Approach
Presenters: Andrew Pilecki, Ph.D. and D’Arcy King, Ph.D.
Date & Time: Wednesday, Sep 10, 2025 at 1:55-2:10 PM
Location: Regency D-F, Hyatt Regency in New Brunswick, NJ
Description:
What really drives a doctor’s prescribing choice? The COM-B model proposes that it comes down to the interaction of three factors: Capability, Opportunity, and Motivation. Blue Matter Insights (BMI) developed and validated a new tool based on this model to decode prescriber behavior. In our pilot study, we analyzed 15 brands across four key therapeutic areas—metastatic breast cancer, obesity, myasthenia gravis, and atopic dermatitis—to identify distinct pathways to brand use. The result was a way to pinpoint the optimal leverage points to enact real behavioral change among customers.
You can download the presentation by completing the form.
For questions regarding this presentation, you can reach out to the authors using this email address: com-b@bluematterconsulting.com
