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BE Labs turns behavioral science into sales performance.
BE Labs exists to solve a neglected but costly problem: the failure to integrate behavioral science into commercial strategy and field execution. We give teams the tools to influence how decisions are made—not just what gets said. This shift transforms evidence into action, plans into behaviour, and products into choices.
We don’t just train teams. We rewire the way they think, plan, and influence.
Key Challenges in sales organizations:
- Decision paralysis in buyers due to too much choice, internal misalignment, and risk aversion.
- Value erosion in face-to-face sales due to digital saturation and perceived product similarity.
- Low execution rates despite heavy investment in training, CRM tools, and sales methodology.
- Sales cycles getting longer due to internal politics and fear of making the wrong decision.
- Coaching and training fatigue with unclear ROI and poor habit formation.
Let’s Be Honest
If you’ve ever wondered why humans are so resistant to new information, look no further than this beautifully tragic Venn diagram:
This, dear reader, is confirmation bias—our brain’s polite way of saying, “If it fits my worldview, I’ll take it. If not, I’ll pretend I never saw it.”
It’s not a bug.
This, dear reader, is confirmation bias—our brain’s polite way of saying, “If it fits my worldview, I’ll take it. If not, I’ll pretend I never saw it.”
It’s not a bug.
It’s a highly efficient filtering system evolved to help us survive information overload—long before emails and congress abstracts came along.
- Doctors do it.
- Reps do it.
- Managers, scientists, patients —everyone does it.
So when sales strategies are built on the quaint notion that people carefully evaluate every claim like judges at a science fair—it’s like serving foie gras at a drive-thru and wondering why no one’s impressed.
Changing behaviour starts with understanding it.
What We Do
At BE Labs, we design for reality, not rationality.
We use behavioural psychology to understand the invisible forces that drive decisions—confirmation bias included. That means:
- Framing messages that feel familiar before they sound persuasive
- Timing ideas when minds are open, not just inboxes
- Creating interactions that work with people’s mental shortcuts, not against them
And once you see the world this way, you’ll never design a pitch, a training, or a conversation the same way again.
Because real influence doesn’t come from adding more data.
It comes from designing for the strangely brilliant ways humans actually think.
Our Mission
At BE Labs, our mission is to bring the science of human behaviour into the heart of commercial performance.
We partner with life science organisations to translate behavioural psychology into practical tools, habits, and strategies that empower sales teams, engage healthcare professionals, and create conversations that actually lead to action.
We believe that behind every prescribing decision, every rep interaction, and every coaching moment lies a human brain—full of biases, emotions, and shortcuts.
Our job is to make sure your strategy is built for it.
From Evidence to Action: Embedding Behavioral Science into Commercial Strategy
Despite enormous investments in data, training, and technology, many commercial teams—especially in the healthcare and pharmaceutical industries—struggle to drive real behavior change. They know what they want customers and teams to do, but they fail to influence how people actually decide and behave.
Physicians don’t prescribe based only on evidence. Payers don’t update formularies solely on clinical superiority. And sales teams don’t always execute rationally. Every stakeholder operates under biases, habits, emotional filters, social dynamics, and uncertainty. Yet companies continue to deploy strategies based on what people should do—not what they really do.
That’s the gap BE Labs is here to close.
We don’t just teach theory. We translate the science of how people decide, behave, and change into workshops, coaching, strategic tools, and digital products that embed behaviour-based thinking into daily business practice.
1. Behavioural Workshops & Masterclasses
Tailored for sales teams, leaders, and trainers. Topics include:
Each workshop is hands-on, evidence-based, and tailored to real use cases—like launching in a crowded market or shifting prescribing in guideline-resistant segments.
2. Coaching & Behavioral Sparring
1:1 or small group sessions for KAMs, sales directors, and medical teams to:
3. Field-Ready Toolkits & Job Aids
Practical, instantly usable tools like:
These tools fit directly into the daily workflow of reps and KAMs.
4. Behavioral Sales Consulting
We help companies apply behavioral science to:
5. Digital Learning & Modular Webinars
Short, high-impact modules for reps and leaders to refresh behavioral techniques, available on-demand or in learning platforms. Ideal for field forces that need ongoing nudges themselves.
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This disconnect is not due to a lack of evidence or strategy. It’s because commercial playbooks are still built on outdated assumptions: that decision-making is logical, linear, and driven by data. In reality, it’s none of those things.
Physicians don’t prescribe based only on evidence. Payers don’t update formularies solely on clinical superiority. And sales teams don’t always execute rationally. Every stakeholder operates under biases, habits, emotional filters, social dynamics, and uncertainty. Yet companies continue to deploy strategies based on what people should do—not what they really do.
This leads to:
So what’s the real problem? Organizations lack the expertise, frameworks, and field-ready tools to influence human behavior systematically. Behavioral economics and applied psychology offer powerful answers—but these insights rarely make it into field strategy, sales conversations, or account plans. The reason? These fields are either locked in academia or applied only to marketing, UX, or policy—not sales and key account management.
Why hasn’t this been done before? Because most businesses—and especially healthcare—are just now waking up to the potential of behavioral science beyond marketing nudges. Even though the foundational research (by Kahneman, Thaler, Ariely, etc.) is decades old, its application to commercial teams in regulated B2B environments is still new.
Three key reasons this gap still exists:
- Prescribing inertia despite breakthrough therapies
- Low uptake of new products in “class effect” categories
- Field teams defaulting to feature dumping, not behavioral influence
- Strategic plans that overlook friction, bias, and mental shortcuts
- Lost revenue, slow market penetration, and missed opportunities
So what’s the real problem? Organizations lack the expertise, frameworks, and field-ready tools to influence human behavior systematically. Behavioral economics and applied psychology offer powerful answers—but these insights rarely make it into field strategy, sales conversations, or account plans. The reason? These fields are either locked in academia or applied only to marketing, UX, or policy—not sales and key account management.
Why hasn’t this been done before? Because most businesses—and especially healthcare—are just now waking up to the potential of behavioral science beyond marketing nudges. Even though the foundational research (by Kahneman, Thaler, Ariely, etc.) is decades old, its application to commercial teams in regulated B2B environments is still new.
Three key reasons this gap still exists:
- Silos between science and strategy – Behavioral insights stayed in research labs, while sales teams used outdated persuasion models.
- Risk-aversion in pharma – Compliance concerns led to over-reliance on clinical arguments and underuse of psychology in field engagement.
- Lack of translation – Even companies aware of behavioral science struggle to convert theory into practical tools that sales teams can actually use.
That’s the gap BE Labs is here to close.
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Our Solution: BE Labs – Behavioural Science for Commercial Teams
BE Labs is a Swiss-based consultancy that operationalizes behavioural economics, applied psychology, and communication science to help commercial teams in pharma, healthcare, and high-stakes B2B industries influence real-world decision-making.
BE Labs is a Swiss-based consultancy that operationalizes behavioural economics, applied psychology, and communication science to help commercial teams in pharma, healthcare, and high-stakes B2B industries influence real-world decision-making.
We don’t just teach theory. We translate the science of how people decide, behave, and change into workshops, coaching, strategic tools, and digital products that embed behaviour-based thinking into daily business practice.
⸻
Our Offer Includes:
1. Behavioural Workshops & Masterclasses
Tailored for sales teams, leaders, and trainers. Topics include:
- Behavioural bias in prescribing
- Deep listening and decision diagnostics
- Strategic framing and nudging
- Social proof disruption
- Emotional salience in product positioning
2. Coaching & Behavioral Sparring
1:1 or small group sessions for KAMs, sales directors, and medical teams to:
- Prepare for high-stakes meetings
- Map decision processes and stakeholder bias
- Frame product value in behaviorally compelling ways
- Use commitment devices and choice architecture tactically
3. Field-Ready Toolkits & Job Aids
Practical, instantly usable tools like:
- Bias-mapping templates
- Framing cards
- Conversation primers for influence
- Commitment-close checklists
- CRM-ready decision-mapping templates
These tools fit directly into the daily workflow of reps and KAMs.
4. Behavioral Sales Consulting
We help companies apply behavioral science to:
- Product launches
- Account-based strategy
- Cross-functional alignment
- Hospital listing tactics
- Prescriber segmentation by decision style, not demographics
5. Digital Learning & Modular Webinars
Short, high-impact modules for reps and leaders to refresh behavioral techniques, available on-demand or in learning platforms. Ideal for field forces that need ongoing nudges themselves.
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Why It Works: We bridge two worlds that typically don’t talk: the science of decision-making and the practice of commercial strategy. Our methods are drawn from:
These insights are translated into the language of pharma, the realities of the field, and the metrics of commercial success.
What makes us different: While others focus on what to say (messaging), we focus on how decisions are made—and design tools, content, and coaching to shape those decisions behaviorally. Our solutions are tailored, modular, and scalable—whether for a 5-person national team or a global center of excellence.
- Behavioral economics (Thaler, Kahneman, Sunstein)
- Communication science (Epley, Heath Brothers)
- Persuasion psychology (Cialdini, Fogg)
- Neuroscience and habit formation
These insights are translated into the language of pharma, the realities of the field, and the metrics of commercial success.
What makes us different: While others focus on what to say (messaging), we focus on how decisions are made—and design tools, content, and coaching to shape those decisions behaviorally. Our solutions are tailored, modular, and scalable—whether for a 5-person national team or a global center of excellence.