利用行为科学提升现场表现：通过有针对性的激励策略提高参与度和绩效的整体框架

Using Behavioral Science toDrive Field Performance A holistic framework for enhancing engagement and performancethrough targeted motivational strategies SAI THYAGARAJAN, Sr. Director, Commercial Solutions, IQVIAKRITI DUA, Principal, Commercial Solutions, IQVIA Table of contents Executive summary1Understanding the science behind motivation2Motivation domains2Driving action with behavioral frameworks3Next Best Action (NBA) frameworks3Gamification frameworks3Content variety frameworks4Personalization frameworks4Generative AI as an enabler of motivation-driven action4Insight categories that drive engagement5Considerations for a successful implementation6From insight to impact6References7About the authors8 Executive summary In the evolving landscape of commercial operations, data science applications such as Next Best Action (NBA) engines,just-in-time suggestions and real-time alerts are sometimes considered “wonder tools” to guide field force activities.Pharma organizations increasingly rely on predictive analytics and machine learning models to optimize decision-making. However, despite their perceived sophistication, current implementations remain largely unidimensional,designed to push insights and recommendations to sales representatives without sufficiently considering the humanfactors that influence behavior and drive sustained adoption and action. This approach, while analytically sound, often overlooks thewhybehind the rep’s choice to either engage with ordisregard a recommendation. As a result, field teams may perceive NBA as prescriptive rather than supportive,reducing both trust in the system and long-term compliance. These systems must evolve beyond algorithmic precision to incorporate human-centric design and integratebehavioral science principles that consider bothhowandwhy. Recommended actions must feel meaningful, achievableand rewarding in order to resonate with reps. This paper explores the limitations of the current unidimensional model and proposes a more holistic approach, oneinvolving rep-centric insights as foundational to system evolution and engagement success. Understanding the science behind motivation Behavioral science reveals that human motivation is complex and multi-dimensional. It shows that people are morelikely to act when they find the action meaningful, achievable and aligned with their personal goals. Simply pushinga recommendation, even if accurate, does not ensure a follow-through. Field sales representatives, especially whenunder performance pressure, need more than apingon their devices. They need to feel that a suggestion is relevant,timely and worth their effort. Motivation can be effectively categorized into four domains: intrinsic, extrinsic, cultural and environmental. The figurebelow details how each of these domains influences behavior for sales reps. Motivation domains 3. Cultural motivation:A company culture that influences sales rep behavior 4. Environmental motivation:External conditions that shape sales rep behavior This framework draws on key principles from Self-Determination Theory1, Expectancy Theory2, COM-B3, and the FoggBehavior Model4to offer a broad view of what drives human behavior and lays foundation for designing targetedinterventions, i.e.,whypeople act the way they do. But understandingwhyisn’t enough in a fast-paced environment. To operationalize this knowledge, we need to applybehavioral frameworks of “how,” thatconvert motivation into consistent, high-impact actions. Driving action with behavioral frameworks Understanding why a sales representative is motivated is only half the equation. To transform motivation intosustained, high-impact behavior, organizations must deploy real-time behavioral frameworks that guide decisions andactions in the field. When combined with motivational science, these frameworks help reps engage with insights in ways that feelpersonal, purposeful and achievable, making the difference between passive awareness and active follow-through. Next Best Action (NBA) frameworks RELATED MOTIVATION DOMAINS: INTRINSIC AND ENVIRONMENTAL NBA frameworks guide reps to focus their time and energy where it will make the biggest difference. They recommendactions that align with sales representatives’ goals, local market conditions, and real-time opportunities. Beyond simplysuggesting “what” to do, the most effective NBA designs emphasize why the action matters. Gamification frameworks RELATED MOTIVATION DOMAINS: EXTRINSIC AND INTRINSIC Gamification can make invisible progress visible, turning effort into recognizable achievement through leaderboards,badges and performance milestones. However, poorly designed contests or short-term SPIFFs (Special PerformanceIncentives for Field Force) can feel like distractions rather than motivation, especially if the challenge seems irrelevantor misaligned with personal targets. Content variety frameworks RELATED MOTIVATION DOMAINS: CULTURAL AND INTRINSIC Content varie