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How can eye-tracking and Neuromarketing help pharmaceutical business to increase the profit?


People are buying the products by their own eyes... It does not matter if product is places on the shelf in retail shop or just included into online catalog, customers eyes are unconsciously attracted by the most visible box or the best picture on webpage.

Package design, webpage usability and right product placement on the real or virtual shelves are more important that we can imagine.

Being specialized on pharma business, we know all about Neuromarketing and customers' satisfaction. We apply modern eye-tracking technique and AI power to define you customers' real interest. Our services are based on product category.

OTC / biological supplements / medical devices / cosmetics

- Neuromerchandising. Defining the best product places in retail stores and pharmacies ("hot" and "cold" zones).

- Neurousability. Webpage usability for online-shops to check the products' promotion visibility (B2B & B2C).

- Neurodesign. Checking promotional B2B&B2C-materials with eye-tracking technology and advising to improve design.

- Neuropackaging & label design. Defining the best product package/label based on eye-tracking technique results.

Rx medicaments and non-promotional medicaments

- Neurousability. Webpage usability for B2B to check the visibility of the products and information for professionals.

- Neurodesign. Checking promotional B2B-materials with eye-tracking technology and advising to improve design.

- Neuropackaging & Label design. Defining the best product package/label based on eye-tracking technique results.

- Evaluating Medicine Information Leaflets. Checking with an eye-tracking the visibility of required information to the doctors, pharmacists, and patients about the medicines.

Contact us to get your personal Neuromarketing advice.

Brain, Heart, Love & Chocolate


Traditionally we're buying on Valentines' Day chocolate for the loved ones. A lot of companies produce chocolate in a shape of the heart especially for this day. However, its' a present more for the brain than for heart. We feel good and happy both from love and chocolate. Do you know "Why"?

Love and chocolate increase in the brain level of the same neuromodulator - phenylethylamine (PEA), which functionally and chemically related to neurotransmitters epinephrine, norepinephrine, serotonin, dopamine and histamine. As a result, it activates the pleasure and reward centers into the brain.

Consuming chocolate will not help to fall in love. We feel happy mostly from a sweet taste. However, chocolate contains small amounts of PEA which, it seems, has some positive impact. Because of its chocolate still a part of a "food and mood" theory.

Why do we set the goals or the neuroscience of goal settings


At the beginning of each year, we tend to build and define new goals for ourselves. We live in a world of goals. Goals are around us. Walking outside with friends, visiting relatives, or cooking lunch... All these things are goals, which we set up every day and even often bring off. However, we do not think about these usual things like about true goals.

Usually, goals are thing which we wish, but have a difficulty to achieve. Why should we behave so hard?

Goals are driven by dominant motivation, which are subdivided on social and basic needs. Mostly the role of dominant motivation not just to bring the satisfaction, but to avoid the discomfort from the lack of it. We are eating to suppress uncomfortable hunger; we're studying to avoid be rejected from the society.

What kind of goal and dominant motivation draws your customer to come to the pharmacy? Do they want to avoid pain and came to buy an analgesic? Are they scared to look less young and asking antiage cosmetics?

Think about your customers' pain, about their discomfort and fear. Remember, you are not just helping patients to recover. You are helping them to achieve a goal, and this is a strong treatment as well. There is a treatment for the soul.

Yulia Prozherina, Ph.D., MBA, NMSBA memeber

Why do we need to believe? Neuroscience gives the answer

Christmas time and beginning of each year are wonderful. In childhood we believed in Santa Klaus and where looking forward for the magic presents. As adults we still expect from this time something delightful and like to make the wishes. We need to believe. We feel happy from it, but do you know why?

For a long time, the true meaning of belief was unclear. However recent experiments which were carried out on primates and humans has shown that beliefs are the neuropsychic product of fundamental brain processes. Beliefs are important for the goal settings and decision making. It means that dream about something and belief that it can come true may help us to achieve the goals. Beliefs are preparing our brain for the future making the adaptation process easier and increasing the efficiency of brain mechanisms involved in problem solving (R.J. Seitz and H.-F. Angel, 2020).

Belief is a first step to the trust. It is also the basis for the business success. There are 3 types of believe: empirical (to believe that), relational (to believe someone) and conceptual (to believe in). If you believe in your own success and customer believe you, you both will believe in the product. This is a key to the mutual satisfaction. Be honest with your clients. Use this simple formula during 2021 to let your dreams come true.

Yulia Prozherina, Ph.D., MBA, NMSBA member

Neuroscience of fear. Why do we like to be scared?


Halloween is a special time of year when people usually like to experience fear… Watching horrors or being outside in the darkness. Why do we need it?

There are several reasons, such a curiosity, fun, self-control training etc. At the same time, the true answer is lurked under the processes which take place in our brain. When we feel a fear our body releases not just adrenalin, but also dopamine and… endorphin [Dwyer C. 5 Reasons We Enjoy Being Scared, 2018]. We are simply happy to stay safe and survive in a potentially dangerous situation.  We train ourselves to be stronger and more resistant to the real stress.

Halloween at pharmacy?

Some drugstores are decorated for Halloween, but just a little bit and not so many of them... Generally, pharmacy is not a place for such unusual experience.
But what about special Halloween discounts? Do you use it?

Take care of your customers,
enjoy Halloween

Are you ready to prescribe forest bathing?


In Japan people do “forest bathing”, which means being in the nature when all your senses are engaged… Nature makes us healthier, happier and more creative. We know it even intuitively.  But do you know “why”?

Neuroscientific research shows that our brain reacts different to the environment. The frontal lobe, which is activated stronger in modern life, deactivates a little when people are walking in a park. At the same time, it generates alpha waves on EEG, which indicates a calm.

What is the best advice which can be given today to people who are suffering from stress, tired from pandemic and restrictions? Go to nature. It will treat you soul, make stronger your body and bring positive energy. There is so easy advice, which can give each pharmacist and should prescribe each doctor.

Prescribe nature!

Role of pharmaciests in a grief cycle of coronavirus world

Five stages and COVID-19

COVID-19 dramatically has changed the life of all people around the world. Summertime temporary returned us back to the conditions which were closer to normal. However, we can hear about the next wave of pandemic more and more often, and nobody knows how strong it will be.

Approximately 60 years ago famous psychiatrist Kubler-Ross was working on the model to explain the grieving process. Based on it the Grief Curve theory was developed, which is wildly used to understand people reactions to stressful long-term situations and unexpected changes.

The Kubler-Ross Change Curve includes several stages which each of us is unconsciously going through the coronavirus pandemic. There are:
1 – Denial
2 – Anger
3 – Bargaining
4 – Depression
5 – Acceptance

We can’t escape from this situation. Only the fifth stage of the Change Curve, which is “Acceptance” (based on adaptation ability) can become our new normality.

Have you ever though through which stage of the Change Curve you or your clients are going at the moment? This knowledge can help to understand your customers better and define the way of communication. It’s important to support people who are still going through the first 3 stages and coming to the pharmacy angry or in depression or simply not careful and do not follow any rules (denial stage). They must come to the acceptance stage with our help.


  1. That Discomfort You’re Feeling Is Grief. Harvard Business Review. Source: https://hbr.org/2020/03/that-discomfort-youre-feeling-is-grief
  2. Mental Health: Understanding the Change Curve we are all Going Through. Source: https://www.fieldservicenews.com/blog/mental-health-understanding-the-change-curve-we-are-all-going-through
World Brain Day 2020

Today, July 22, 2020, the whole world celebrates the Day of the Brain.

On behalf of NeuroPharmConsult, we congratulate all doctors, researchers and those interested in this problem. Let's continue the path to study the most unknown organ of the human body together!

World Brain Day

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