Description: 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.
Brief description: HARSHIT JAIN, MD, is a Northwestern University-trained physician who has spent two decades at the intersection of healthcare and marketing. After practicing medicine, he led innovation at McCann, creating award-winning campaigns including the Immunity Charm project, which earned India its first Cannes Lions Grand Prix for Good. In 2020, he founded Doceree, the world's first global network for physician-only programmatic marketing. Recognized as a PM360 Elite Disruptor and named among Entrepreneur Magazine's Top 25 Healthtech Entrepreneurs, Dr. Jain holds multiple patents and hosts the award-winning podcast The Next Marketing by HJ. His work bridges behavioral science, technology, and healthcare to transform how pharmaceutical companies engage with physicians.
Review Quotes: "A compelling reflection on the future of healthcare marketing."
-- Kirkus Indie "A clear, research-supported argument for using behavioral "nudges" and timing to improve healthcare marketing effectiveness." -- IndieReader "(The Next Marketing) will serve as a textbook for the future." -- Readers' Favorite "Harshit Jain's revealing healthcare guide The Next Marketing: From Molecule to Mindset, redefines industry marketing through the lens of behavioral science." -- Foreword Clarion "The Next Marketing: From Molecule to Mindset delivers a radical prescription: stop shouting and start nudging." -- The Book Commentary