[INSIGHTS]
Writing on pharma,
behaviour, and the process.
Long-form thinking on why pharma strategy keeps producing the same answers, and what behavioural design thinking does about it. New writing every few weeks.
[WHAT YOU'LL FIND HERE]
Three themes we keep returning to.
01
Why most pharma workshops produce the same ideas.
Same post-its, same frameworks, same "customer-centric" output, regardless of brand, team, or therapy area. The pattern isn't a people problem. It's a process problem.
02
The gap between what people say and what they do.
Market research measures the first. Commercial success depends on the second. Why behavioural science closes the gap, and why most pharma methods don't.
03
Designing for behaviour, not for the org chart.
Why strategy built around functional silos always fragments in execution, and what it looks like to design around the customer's behaviour instead.
[FEATURED]
Reuters Pharma Europe 2026: what the agenda reveals about pharma's real challenges.
The conference agenda is useful. Not for what it says, but for what it reveals. Five themes to watch in Barcelona, and why behavioural science is the thread that connects all of them.
[ALL WRITING]
Recent essays and field notes.
February 2026 · 8 min read
Why pharma workshops produce the same ideas.
If you put ten strategists in ten different rooms with the same brief, they'll produce ten versions of the same output. The process has a signature, and the signature isn't the team.
March 2026 · 9 min read
The GLP-1 question nobody's asking.
The entire industry is modelling market size. Almost nobody is modelling the behavioural cliff that comes when patients stop, and the commercial hole that follows.
January 2026 · 7 min read
Your market research is lying to you.
Not maliciously. Just structurally. Focus groups measure what people will say in a focus group, which is rarely what they'll do at 8pm on a Tuesday.
March 2026 · 10 min read
Five behavioural biases that kill pharma strategy.
Status quo bias, ambiguity aversion, social proof, present bias, loss aversion, and how each one quietly shapes the strategy you end up with.
March 2026 · 8 min read
What pharma can learn from supermarkets.
Supermarkets have spent fifty years designing decision environments. Pharma has spent the same fifty years designing information. Guess which industry has higher conversion.
February 2026 · 11 min read
The 90-day problem with launch strategies.
The plan lives for three months. Then reality arrives. Why most launch plans fail between day 60 and day 120, and how to build one that survives contact with the market.
[STAY IN TOUCH]
New writing, roughly monthly.
No newsletter tooling yet. For now, drop Martin an email and he'll add you to the informal list.