Somewhere in Schiphol Airport is a tiny piece of design that quietly changed how thousands of people behave every day, without a single instruction, incentive, or request. You've probably walked past it. You may even have used it. We'll tell you where to find it, and why it matters more to your HCP strategy than most engagement plans do.

Because engagement without behaviour change is just noise. Behaviour starts with motivation: understand what an HCP actually wants from you, and you can design interventions that give them the same nudge that small piece of design gives visitors to Schiphol.

Hosted by Seb Dreyfus, MD, Sparks, and led by Dr Guy Champniss, this short, practical session takes a quick tour around the mechanics of HCP motivation. We'll get concrete about what a behaviour actually is (and isn't), and introduce a decision-making framework you can put to work on your HCP strategy straight away.

Then we'll turn the science into design. Trin Basra, Executive Creative Director, will show how the right design decisions can turn understanding a motivation into actually shifting a behaviour. A science-based experience is a repeatable one: it travels across your markets, your events programme, and flexes for your audience.

For brands that lead, never follow.