In this PMLiVE article, Amit Dhir, Insights Lead at Syneos Health Communications Europe says: 

“Two of my colleagues – a behaviour scientist and a healthcare communicator – recently came together to write a book on this topic (Why We Resist: The Surprising Truth About Behavior Change) that shows that no matter how compelling the science, how clear the benefit, it’s not enough if you don’t understand the people. What motivates them. What gives them hope. That’s what opens doors and keeps them open for the hard conversations, new understandings and big commitments to change."

This content was repurposed from PMLiVE.