IQVIA艾昆纬：2025年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报告（英文版）

This white paper explores how behavioral science can transform commercial life sciences strategies by aligning motivational drivers with actionable insights. Traditional tools like Next Best Action engines often miss the human element, leading to disengagement and low adoption. IQVIA proposes a holistic framework that integrates intrinsic, extrinsic, cultural, and environmental motivators into real-time field guidance.