We employed behavioural science to uncover personas that exist in oncologists, and understand what would motivate each persona to shift their behaviour towards adopting a new MOA in cancer treatment. 

These personas, and their COM-B based drivers and barriers were used to understand best next steps for omni channel strategy. 

•4 identifiable personas, and how to optimally engage with each of them

•Omnichannel strategy recommendations for each persona at each stage of the adoption ladder 

•Behavioural science-backed recommended interventions to overcome key barriers 

Shifting Behaviour in Rare Oncology Treatment 

Profiling uveal melanoma treaters using behavioural science to deliver recommendations for omnichannel engagement and moving HCPs across the adoption ladder.