"We see significant potential in first determining our consumer’s motivation for the emotional purpose behind their goals, and then clarifying our approach to execution—either promotion or prevention based. Now, the trick is for us to execute this consistently across all of our marketing plans."

"We used to ask customers if they were willing to prescribe our brand without systematically attempting to decipher their goals and motivations. Now, we are looking through the behavioral economics lens to further understand why our customers and non-customers do what they do."