Welcome to ThinkGen's Habit Hub

Habit Hub is a multi-media platform containing a wide array of resources and insights about how habits drive customer choices. The resources provided here will help you leverage and utilize ThinkGen's Habit EngineeringSM, a novel paradigm in health care marketing and marketing research. Please watch the short introductory video to get started.

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Habit EngineeringSM


The innovation team at ThinkGen has developed a comprehensive new paradigm in marketing and marketing research to help the health care industry leverage a better understanding of customers’ habits to increase the likely commercial success of products. This requires a very different approach to develop and commercial planning, and fundamental changes in the way that products are marketed. This new paradigm is called Habit EngineeringSM.

Ha-Bits

Series of one page, highly digestible articles about Habit EngineeringSM

#1 The Habit EngineeringSM Mission

As marketing researchers in the pharmaceutical industry, it has been widely accepted that our task is to understand health care ‘decision-making.’ Whether through direct questioning or through quantitative attribute ratings, much of our research strives to understand the drivers and barriers that govern a customer’s seemingly conscious, deliberate decisions so that we as researchers can provide the marketers with guidance on influencing that decision.

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#2 Executive Thinking vs. Habitual Thinking

Over the past few years, marketing researchers in the pharmaceutical industry have heard a lot about the subject of Behavioral Economics. Behavioral Economics posits that our choices are governed by factors beyond just rational considerations – including emotional, cultural, social and contextual factors. One of the pioneers of the Behavioral Economics movement, Daniel Kahneman, describes […]

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#3 The Hook Model

When people think about the future of pharmaceutical marketing, they should look to other, arguably faster-paced industries where assimilation of innovative ideas, technology and human psychology are essential. For examples, social media companies and firms developing apps have a lot to teach the pharmaceutical industry about how to obtain and retain customers. One individual who […]

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#4 Duhigg, Neuroscience, and the Habit Loop

Over the past few years, other writers besides Nir Eyal have published books on the topic of how habits influence our day-to-day behaviors. Charles Duhigg, a Pulitzer Prize winning journalist for The New York Times, wrote the bestseller The Power of Habit: Why We Do What We Do in Life and Business in 2012. Interviewing […]

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#5 Habit EngineeringSM: The New Paradigm in Market Research

For the past year, the innovation team at ThinkGen has been developing a new paradigm in health care marketing and marketing research called Habit EngineeringSM. Essentially, Habit EngineeringSM is an innovative way to promote customer behavior change through a deeper understanding of customer habits, and a thoughtful and clever leveraging of those habits to accomplish […]

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#6 The Biology of Habit

Most of the beliefs that marketers have about how humans make choices are flawed. Most theories of consumer behavior rest on the idea that a consumer has complete knowledge of what she is doing, and why she is doing it. These models also posit that consumers can accurately access their memories, like a computer tapping […]

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#7 Habitual But Distractable

As the ThinkGen team delves deeper and deeper into habit marketing, new learnings continue to develop through the adsorption and application of new sources of information. While the heart of our efforts remains rooted in the principles of Habit EngineeringSM, based on the seminal book HABIT by our colleague Dr. Neale Martin, we spread our […]

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Experts

Dr. Neale Martin

Senior Vice President, Habit Engineeringsm

Neale Martin, PhD, author of best-selling book, Habit: The 95% of Behavior Marketers Ignore, a re-examination of marketing in light of the revolution in neuroscience and cognitive psychology that reveals most of what consumers do is driven by emotion and other unconscious processes. He co-founded Sublime Behavior Marketing to apply the tenets of habit marketing to the toughest challenges facing clients.

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Dr. Neale Martin

Neale Martin, PhD is the author the best-selling book Habit: The 95% of Behavior Marketers Ignore, a pioneering re-examination of marketing in light of the revolution in neuroscience and cognitive psychology that reveals most of what consumers do is driven by emotion and other unconscious processes.

Dr. Martin co-founded Sublime Behavior Marketing to apply the tenets of habit marketing to the toughest challenges facing his clients, which include many of the largest consumer product, pharmaceutical, communications, and transportation companies in the world. At the core of Dr. Martin’s practice is a painstaking deconstruction of the conscious and unconscious drivers of current customer behavior, and the development of plans to alter behavior and create new habits.

Dr. Martin presents at major conferences around the world including Marketing 50, Brand Manage Camp, Product Development and Management Association, and the Shopper Marketing Forum. He has presented at private events for Eli Lilly, Procter & Gamble, Ubisoft, Coca-Cola, Verizon Wireless, Kimberly-Clark, CVS, Reliance Industries Limited, and Johnson & Johnson, and keynoted global marketing and brand events, including the Taiwanese Excellent Branding Association and the World Brand Congress in Mumbai, India. He has crafted and presented education programs for Eli Lilly, P&G, Campbell’s Soup, Axiata, and Godrej Limited. Dr. Martin’s held the position of Professor of Innovation at the Coles College of Management at Kennesaw State University.

Dr. Richard Vanderveer

Chief Innovation Officer

Dr. Richard Vanderveer has been a recognized leader in the field of pharmaceutical marketing and marketing research for over four decades. He is perhaps best known for his role as the founder of Physician Micro-Marketing Incorporated, where he developed processes for pharmaceutical companies to use in targeting and customizing their promotional efforts to the specific mindset of the individual physician.

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Noah Pines

President

Noah’s motto is “Lead from the Front," and as President and Founder of ThinkGen he has brought together a team of all-star researchers who are dedicated to providing clients with actionable insights. With over 25 years of experience, Noah is striving to build the leading company in the life sciences marketing research industry by cultivating a work environment that is dedicated to innovation, responsiveness, quality, reliability, and partnership in meeting clients’ needs.

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Noah Pines

President

Noah’s motto is “Lead from the Front.”

As President and Founder of ThinkGen, Noah has brought together a team of all-star researchers who are dedicated to providing clients with actionable insights. With over 25 years of experience, Noah is striving to build the leading company in the life sciences marketing research industry by cultivating a work environment that is dedicated to innovation, responsiveness, quality, reliability, and partnership in meeting clients’ needs.

Prior to founding ThinkGen, Noah spent a decade as a business unit leader within the largest worldwide health care marketing research agency where he managed teams of researchers to provide excellent client service and support. As a researcher himself, he has personally managed hundreds of qualitative and quantitative studies across a broad range of complex therapeutic areas. He is most well known for his research in the field of viral illnesses, including HIV and Hepatitis.

Noah has published over 40 articles and authored 3 books on topics in pharmaceutical marketing, therapeutic topics, and marketing research methodology. He earned a BA degree from Haverford College in Philosophy.

Audrey Wu

Habit Researcher

Audrey brings to ThinkGen over 15 years of experience as a product marketing leader who understands how to drive growth and tie marketing initiatives back to business objectives – successfully leading teams and enabling organizations to tell their story through all product, marketing and sales channels.

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Audrey Wu

Vice President

Audrey brings to ThinkGen over 15 years of experience as a product marketing leader who understands how to drive growth and tie marketing initiatives back to business objectives – successfully leading teams and enabling organizations to tell their story through all product, marketing and sales channels.

Before transitioning to client services, Audrey led commercial strategy and marketing as a Vice President for a biopharmaceutical company that supports the health of patients and families facing complex and potentially serious conditions. Audrey has proven experience in strategic marketing planning, customer insights generation, branding, product lifecycle management, and new product launches.

Audrey began her career in research & development, and pivoted to product management after earning her MBA. Her experience spans therapeutic areas in primary care and specialty environments, including women’s health, pain care, cardiovascular, and anti-infectives. She is most recently a Vice President, Managing Director for a consulting firm that helps biopharmaceutical organizations integrate the authentic patient voice throughout the product lifecycle.

Audrey earned a Bachelor of Science degree in Chemical Engineering from the Massachusetts Institute of Technology, and a Master of Business Administration from the University of Michigan Ross School of Business, where she was selected as a Dean’s Fellow.

Join Habit Hub - First 200 Receive a Free Book

By joining ThinkGen's Habit Hub, you will have access and receive a wide array of resources that give insight into how habits play an important role in marketing products as well as ways that you can leveage and utilize ThinkGen's Habit Engineeringsm in your health care marketing and marketing research.