March 2026
Our latest Behavioural Science Series report, Price Isn’t the Barrier: Hidden biases in private market prescribing, explores the evidence that price isn’t the real barrier to private market prescribing: behaviour is.
The report discusses the results of Hummingbird’s behavioural science analysis into resistance to private market discussions and outlines a practical diagnostic architecture and intervention pillars to help organisation unlock private prescribing potential.
Context
Reimbursement timelines are lengthening. Public funding is tightening. Launch economics are under pressure. Private market activation is no longer a peripheral strategy; it is increasingly part of the commercial conversation.
The global pharmaceutical landscape is shifting beneath our feet. New U.S. tariffs, 'most favoured nation' pricing, and soaring government rebates are forcing a strategic reckoning. As public funding pathways become restrictive and unpredictable, launch economics are under pressure. The private prescribing market represents a critical alternative.
Yet healthcare professionals' willingness to discuss out-of-pocket options varies dramatically across markets.
The default explanation for resistance is price sensitivity. But what if price isn’t the real barrier?
Expanding private access depends on healthcare professionals being willing to discuss treatment options that carry out-of-pocket costs, and on patients being willing to consider them. The real barrier is behavoural.
The purpose of this intelligence report by Hummingbird Insight is threefold:
The report is informed by a targeted literature review and applied behavioural expertise, focussing on practical initiatives to help organisations unlock private prescribing potential with strategic precision.
Analysis via the COM-B framework to identify biases that influence whether private treatment options are raised, e.g., established social norms against discussing money, anticipated regret and perceived emotional risk, moral conflict.
How market context shapes readiness for private prescribing discussions, comparing systems such as the UK, US and Australia. Australia presents moderate private growth potential but faces perceptual and structural friction.
Breakdown of variations across therapy area and discussion of how visible quality-of-life impact or weaker reimbursement pathways may present lower behavioural resistance.
Practical intervention strategies, including: Transparency nudging, using injunctive norms or authority bias to legitimise behaviour, tactics to ease cognitive load when time is scarce and identity framing.
A case study in Dermatology illustrates how a sales representative might address barriers (as we hypothesise them to be) leveraging associate learning principles.
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Armed with foundational behavioural intelligence, you're ready to build Hummingbird's insight into your business strategy.
Our latest Behavioural Science Series report, Price Isn't the Barrier, outlines a practical diagnostic architecture and intervention pillars to help organisations unlock private prescribing potential with strategic precision.
Early bird pricing — valid for 3 months from launch (ends 11/6/26).
After this period, the report will be listed at $1,295 AUD.
About Us
We are a healthcare-focused customer insights and behavioural science agency determined to do things differently. Hummingbird Insight was born out of the bravery and desire to challenge and disrupt – necessary catalysts to truly great strategies and tactics that question assumptions and push boundaries within the rules.
This enables us to identify our clients' sales and marketing challenges and advise them with clarity and accuracy. Our researchers, psychologists, and sales coaches are passionate about delivering insights-enabled activation, not merely reporting on the status-quo.
What this means for you? Sleek, yet profoundly simple insights and solutions to take your brand to its fullest potential.