Is your strategy driving real behavior in the field?
Discover how IQVIA applies behavioral science to turn plans into performance with solutions that motivate action.
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Using Behavioral Science to Drive Field Performance
A holistic framework for enhancing engagement and performance through targeted motivational strategies
Sep 17, 2025
What if your field teams didn't just receive recommendations, but felt truly motivated to act on them?
This white paper explores how behavioral science can transform commercial life sciences strategies by aligning motivational drivers with actionable insights. Traditional tools like Next Best Action engines often miss the human element, leading to disengagement and low adoption. IQVIA proposes a holistic framework that integrates intrinsic, extrinsic, cultural, and environmental motivators into real-time field guidance.
Through gamification, content variety, personalization, and generative AI, commercial teams can shift from pushing data to inspiring action. For organizations looking to elevate field performance, this paper offers a roadmap to build trust, drive engagement, and unlock sustained impact.