Overcoming Barriers to Adjuvant NSCLC Treatment Adoption
Our client faced a key challenge: oncologists were underestimating the need for adjuvant treatment in non-small cell lung cancer (NSCLC). They were unconvinced by the recurrence data, which reduced the perceived unmet need and limited engagement. As a result, treatment uptake was low, leading to suboptimal outcomes for NSCLC patients.
Understanding Cognitive Biases
We hypothesized that cognitive biases were playing a crucial role in oncologists’ reluctance to adopt the treatment. To investigate further, we designed a series of exercises to identify these biases, including analyzing feedback from sales representatives regarding physician pushback on recurrence data. Additionally, we conducted a comprehensive literature review on cognitive biases in medical decision-making.
Designing Psychology-Driven Interventions
Our analysis revealed three key psychological barriers that were influencing oncologists’ decisions: Confirmation Bias, Cognitive Dissonance, and the belief that ‘Causes Trump Statistics’. These biases were shaping decision-making in ways that went beyond rational data interpretation, pointing to the need for a more psychologically informed approach.
Instead of relying solely on data-driven interventions, we recommended strategies that directly addressed these non-rational behaviors. By understanding the underlying biases that influenced treatment decisions, we were able to provide actionable recommendations that better aligned with the way oncologists were actually making their choices.
