37 | HS&M JUNE/JULY 2017
Invisible Influence: Dr. Jonah Berger on Adherence,Trust,
by Jill Donahue, principal, Engage Rx
Incentives and More
Jonah is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious: Why Things Catch On and Invisible Influence:
The Hidden Forces that Shape Behavior. He’s published dozens of articles in top-tier
academic journals, and his work frequently appears in the New York Times, Wall Street
Journal, Harvard Business Review, Wired, Business Week and The Economist.
He helps organizations, as he says: “get their stuff to catch on.” Inspired by James Cordon’s Car Pool Karaoke, we interviewed Jonah in the car on the way to the airport after
his talk at the Rotman School of Management in Toronto. We had some questions
about how we can influence more effectively in pharma to help create better patient
outcomes, specifically around:
Why do some products, ideas, and behaviors catch on while others don’t?
Dr. Jonah berger researches the behavioral science behind how people make
decisions, how ideas diffuse, and how social influence shapes behavior. his
ideas can help us in pharma improve patient outcomes by driving new product
adoption, sharpen effective messaging, and develop marketing strategy.