When it comes down to it, marketing is about facilitating behavior change with customers to improve some aspect of their life. Then why has life sciences marketing and market research been so caught up on attitudes and perceptions? In episode 2 of Veritas est’s Truth to Strategy Podcast series, Ray and Kerri uncover an approach derived from Silicon Valley that can change an organization’s mindset around customer behavior.

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Like a grandmaster knows the chessboard, a great marketer knows the Behavioral Board. Full episode exclusively available to life sciences manufacturers on veritasest.com