How We Do It


Making sense of decision-making to more accurately predict and influence behavior

Behavioral Economics (BE) allows us to unearth the deeper psychology of decision-making
beyond self-reported rational and even emotional factors.

This perspective helps us to contextualize what “BE-ers” call behavioral irrationality:
decisions that fly in the face of reason and can’t be made sense of without understanding the heuristics
(mental shortcuts) and biases (hidden traps) that guide human behavior.

We see behavioral irrationality regularly in healthcare – such as when a patient accepts a prescription but doesn’t fill it, or discontinues treatment, or when physicians say they are open to a new class of treatment that they never end up prescribing.

Our team of PhD level social scientists lead industry thinking in the behavioral economics
principles that matter most within healthcare. And what makes our BE “applied”?
That’s when our experienced strategists leverage marketing know-how and business-building expertise to
ensure that these BE principles are applied to optimal advantage when tackling each of
our clients’ unique business challenges.

You can see examples of the impact of Applied BE in our Case Studies.


Our bivocal approach yields disruptive thinking

We take a bivocal approach. Our team’s expertise is grounded in marketing strategy and social science – so we have the expertise to identify prime areas for disruption, enhanced by the social science concepts and frameworks that decode the human logic behind treatment decisions.

What’s exceptional about Insync’s approach is the way we apply these two lenses collaboratively throughout. That cross-pollination of marketing know-how and social science understanding yields the disruptive thinking we seek. Best of all, it’s translated for actionability and in-market impact.

Marketing Strategy


Deep brand and marketing experience to identify prime areas for disruption

Social Science


Leverage social science concepts and analytical frameworks to decode the human logic


Our broader perspective elevates thinking

Transforming how people think and act is foundational to creating disruptive strategy. We help teams internalize the essential knowledge and tools to make the right strategic choices.

Our clients tell us that they appreciate the way we challenge their thinking. We pride ourselves on being a thought partner who is deeply and intimately committed to human understanding as a critical success factor in building brands, and who brings a breadth of perspective that will enable expansive thinking.

Part of this comes from our wide-ranging experiences from our lives before Insync.  (See details in Our People)

Part of it comes from being immersed in healthcare’s toughest business challenges every single day – across therapeutic areas and stakeholders and brand life stages and geographies. (Read more about Where Insync Excels.)

And a key part comes from our recognition that to be human is to be constantly changing.  We’re often talking about shifts that are underway, and Insync brings an ability to explore how these shifts affect your brand, your stakeholders, and your business. We go far beyond the “that’s interesting” realm to get at the space-owning possibilities that are new, disruptive, and differentiated over the long haul.