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Aston University and Alpharmaxim unite to revolutionise healthcare communications campaigns

Jan 24, 2022

2 min

Richard Tunney



Aston University has teamed up with Alpharmaxim Healthcare Communications to apply the latest behavioural psychology research to develop a unique prescribing behaviour tool for healthcare professionals.


At present there is a growing recognition in the healthcare sector that measuring belief change and/or intent to change behaviour can determine the effectiveness of marketing campaigns.


The Healthcare Belief-Barrier Identification Tool (H-BIT)will identify beliefs and barriers in prescribing behaviour of EU healthcare professionals in specific disease areas, enabling targeted communication strategies that maximise the reach of treatments.


Alpharmaxim is a long-established specialist marketing communications agency in the healthcare sector that helps pharmaceutical companies create effective communication plans for their products or services.


A Knowledge Transfer Partnership (KTP) is a three-way collaboration between a business, an academic partner and a highly qualified graduate, known as a KTP associate. The UK-wide programme helps businesses to improve their competitiveness and productivity through the better use of knowledge, technology and skills. Aston University is the leading KTP provider within the Midlands.


This KTP will combine Alpharmaxim’s rich history of harnessing behavioural psychology through their Belief Continuum® (BC) model with Aston University’s expertise in Nominal Group Technique (NGT), a structured method for group brainstorming that encourages contributions from everyone and facilitates quick agreement on the relative importance of issues, problems, or solutions. Applying NGT to objectively evaluate beliefs and behaviours that underpin behavioural change in a defined disease area will be unique in this field.


The academic team from Aston University will be led by Dr Carl Senior, reader in psychology at Aston University. Dr Senior is a behavioural scientist with 20 years’ experience working at the interface between social psychology and organisational behaviour and was one of the first to develop a framework for applying NGT to understanding effective behaviour change.


Commenting on the project, Dr Senior said: “We are delighted to have this opportunity to work with Alpharmaxim in this strategic relationship to lead change that is both focused and relevant to modern day health care.”


Dr Senior will be joined by Dr Jason Thomas, senior lecturer in psychology at Aston University. Dr Thomas has spent the last ten years investigating novel approaches to encourage behavioural change, working with companies such as Direct Line and Starbucks to encourage their employees and customers to eat more healthily.


William Hind, founder, controlling director and agency principal at Alpharmaxim, said: “We are delighted to be involved with this innovative KTP and hope the partnership will change the face of healthcare communications, ultimately improving the lives of patients with hard-to-treat diseases.”

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Richard Tunney

Richard Tunney

Professor and Head of Psychology

Professor Tunney's research is on judgement and decision-making. He also researches behavioural addiction including gambling.

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