Breaking the Code
Behavioral science is a cornerstone of modern marketing practice, but much of what passes itself off as behavioral science is just bs. Good social science gives us the insights and roadmap we need to change behavior, but bad social science just muddies the water and tarnishes the social sciences. As behavior change is a core objective of marketing, getting behavioral science right is crucial. Join us as two behavioral scientists sound off on what is, and isn't, good social science, from a variety of disciplines covering new topics every podcast.
Your hosts: Sonika Garcia, MPH, and Gabriel Allen-Cummings- Medical Anthropology Strategists at Havas Health & You.
Podcasting since 2022 • 49 episodes
Breaking the Code
Latest Episodes
Ripped From The Headlines: Everything You Need to Know About the New Breast Cancer Vaccine (Vogue)
"Ripped From The Headlines" is a new series for Breaking the Code, where Sonika and Gabe react to a news story with a medical anthropology lens. On this edition, they react to Anixa Biosciences' breast cancer vaccine completing phase one of cli...
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30:45
Behavioral Inertia: Our Irrational Desire for Comfort
Behavioral inertia has become a buzzword in marketing, often associated with the stubborn action (or inaction) of a target audience. As anthropologists, Sonika and Gabe are often approached with the challenge of designing interventions that bre...
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33:38
Seeing People Beyond Their Function
Thinking holistically is easy to say, but hard to do, especially when designing strategies to change behavior within a specific role like patient, HCP, or caregiver. In this episode, Sonika and Gabe unpack how they disrupt their own thinking to...
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19:54
GLP-1 Santa?!: The Cultural Shifts Behind St. Nick's Changing Shape
The biggest health story of the year has been how GLP-1s like Ozempic are reshaping everyday life. As the holidays approach, we take a closer look at an unexpected cultural shift—the shape of Santa Claus. For nearly a century, Santa has been ce...
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25:12
Equity in Action PART 1: Understanding the Hearts and Minds of Multicultural Patients ft. Eirásmin Lokpez-Cobo
In this episode, we are joined by Eirásmin Lokpez-Cobo, EVP of Brand Strategy at República Havas Health, to dive into the insights from her team's recently published white paper, Equity in Action: Mapping the Multicultural Patient Journey f...
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48:13
