BEESY Strategy

A Gritty Grind through the 5 Boroughs: 2024 NYC Marathon 5 years ago, I made my marathon debut right here in NYC, crossing the line in 2:54. Since then, I've been on a rollercoaster of highs and lows, each race teaching me something new. Earlier this year, I faced two disappointing performances (Rotterdam & Rekyjavik Marathon) that tested my resilience and forced me to rethink my approach. I got a bib for the NYC Marathon, eager to revisit where my marathon journey began and to prove to myself that I could rise above those setbacks. Last week’s race felt like redemption—crossing the line in 2:43:26, just 39 seconds off my PR, on a more challenging course. I'm incredibly grateful for this journey, and it was even more special to share the excitement with our son, Teddy, who got to experience it firsthand. I am also very proud to to run on behalf of Achilles International, helping enable people with all types of disabilities to participate in athletics events worldwide! If you’d like to support the cause, you can donate here: https://lnkd.in/eJ3QYdp7

In 1988, psychologists Jonathan Baron and John Hershey observed a concerning trend in decision-making... Across multiple experiments, they found that “Outcome Bias” may strongly influence us to judge decisions based on their outcomes, rather than the quality of the decision-making process. Imagine a doctor choosing between treatment paths. If the treatment succeeded, we would assess both the initial decision and the doctor favorably. But if the treatment failed, the same decision would be deemed poor and the doctor seen as incompetent—despite identical decision-making in each case! ➡️ What could explain these results? Behavioral science highlights three key factors: 1. Hindsight Bias: We believe the decision-maker should have foreseen the outcome and underestimate the role of bad luck… 2. Affective Reactions: Strong emotions, like loss, drive us to judge based on our feelings about the outcome rather than facts… 3. Cognitive Effort Aversion: Evaluating the details of complex decisions is mentally exhausting— we take shortcuts, at the expense of accuracy!! ➡️ What does this mean for healthcare? In the long run, Outcome Bias could skew perceptions of healthcare professionals and pressure doctors to avoid risks, fearing judgement more than focusing on optimal care... Thankfully, BEESY codes for dozens of drivers like Hindsight Bias and Effort Aversion, along with a multitude of additional factors that influence treatment decisions. Mapping out treatment landscapes is complex, but rigorous behavioral science can uncover actionable insights into the decision-making process, leading to more confidence in the decisions that drive patient care. #behavioralscience #outcomebias #healthcare #BEESY

Pharma messaging demands a rigorous approach. Beyond just identifying which messages work, our persuasion equation analyzes them through key psychological drivers to pinpoint - how and why - they work. The remarkable part: this message scoring is highly predictive of persuasive power in market research results. Read how BEESY’s behavioral science is helping pharma companies evolve more impactful #messaging for their brand. #DataDrivenMarketing #marketresearch #behavioralscience #BEESY 

Irrespective of your political leanings, it is clear that if you live in the US, you live in a deeply divided country right now. Many people will be very happy today and many people will be very upset. I was talking to a friend who is a surgical oncologist this morning and she falls in the latter camp. She was driving into the hospital to perform a very difficult 10-hr+ liver surgery, but was upset about the election result. My response to her was all that I could think of: “You have an opportunity to save somebody’s life today. Focus on the good that you can do.” And it got me thinking that whatever the situation, we all still have the opportunity to personally do good in the world, regardless of the situation. And I said the same to my 14-yr daughter who was incredibly upset when I was driving her to school: “the way that you can overcome feeling helpless is to do something good for somebody else today – decide to support a charity, show grace to someone who is different than you, engage with someone who may be feeling alone, help someone who needs it.” Or as one of our BEESY behavioral scientists may say: "We all have agency/control over our behavior, even when the context is not one that we may like or feel comfortable in." For those of you whom this is a tough day, I hope this reframing/refocus helps even a little bit.  BEESY Strategy #behavioralscience #2024election #dogood

Why do we keep doing things we know are bad for us? When life pulls us off course, the gap between our intentions and our actions can feel like a canyon. But it’s not just about willpower! We move with the momentum of our habits, our surroundings, and the pressures of the moment. Real change doesn’t happen overnight. Small shifts can set us up for success, one behavior at a time. What’s one small change you’ve made that’s had a big impact? Share below! ⬇️ #behaviorchange #behavioralscience #BEESY 

#BEESYOnTour #india Today we got up at 5am so we could be one of the first people into the Taj Mahal. Work on the mausoleum started in 1631; as you can see, the finished product is a masterpiece! Over 5 million people visited the Taj Mahal last year. (Thanks Pratyusha Tripathi for modeling my BEESY gear!)

We’ve always known our team is brilliant, but these Philly meetups are hard evidence we’re a pretty good-looking bunch, too! With most of us working remotely, in-person gatherings have become a cornerstone of BEESY culture. And as we push through Q4, finding time to keep the tradition going is essential. P.S. Karuna sneaking notes at dinner seems very on-brand 🧠 #BEESYOnTour #team #tradition #BEESY

Are you committing one of the classic b-sci blunders? Here are 6 common mistakes we see companies make when trying to change customer behavior. Sound familiar? The next step is designing interventions around how people really think! #decisionmaking #behavioralscience #marketing #BEESY

Stunned by the amount of interest in BEESY!! Huge thanks to our intern Trisha Lee, who stopped by to share her experience! 💙 Jason and Elina, thank you for being on your feet for four hours straight(!), connecting with so many talented students eager to learn about applied b-sci. ➡️ You heard it here first: #ColumbiaCCE, we will be back— in greater numbers! Columbia University Center for Career Education #team #careers #BEESY

We've heard great things about Table 3 at the Columbia CCE Career Fair, come say hello! BEESY is always on the lookout for top talent at every level. So, if you have the drive and passion to change an industry, let’s talk about bringing behavioral science to the forefront of healthcare market research! #ColumbiaCCE #BEESY #careers #behavioralscience Columbia University Center for Career Education