This white paper explores how behavioral science can enhance pharmaceutical field force performance by going beyond traditional Next Best Action (NBA) engines and data-driven alerts. It emphasizes four motivational domains—intrinsic, extrinsic, cultural, and environmental—that shape rep behavior. Frameworks such as NBA, gamification, content variety, and personalization are proposed to transform motivation into consistent, high-impact actions. Generative AI is positioned as a key enabler, delivering context-aware insights seamlessly within workflows. The paper highlights success factors like robust data, cultural readiness, and effective communication, arguing that motivation-informed design fosters trust, adoption, and lasting engagement across sales teams.

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