Economists think that since consumers are rational, they make decisions to maximise their needs.

However, there are several ways we know that consumers are, in fact, not rational. They are susceptible to all sorts of biases and habits that pull them out from any strictly rational view. This is why it is challenging for analytical people to understand their patient’s decisions.

In Rod Solar’s seminar at ESCRS 2016 in Copenhagen, he’ll share how you can learn how to motivate your patients by thinking irrationally. Here’s on the right is an article he’s written for the special edition of EuroTimes to be launched at the event.