1. In Vivo

Physician Behavioral Inertia: Innovation’s Greatest Enemy

 
• By Harris Kaplan

Overcoming Inertia is a challenge. Physicians want novel and better medications and products, but evaluating and trying new products takes time and may involve risk. 

doctor with notepad
• Source: Shutterstock

Physicians are increasingly pressed for time and want to minimize downside risk and hassles often associated with getting access to new drugs. Instead, sticking with choices that have worked in the past is safe and less risky, especially if the outcomes have always been acceptable.

The result is status quo – continuing to prescribe or do what they have always done, and doing so even...

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