Exploring Parallels between Medicine and Business

One of the perks of being an academic is the ability to take a sabbatical and explore novel directions that we normally wouldn’t have the time or opportunity to do so. This semester, I am spending my sabbatical at UCSF Neurology, and hope to document some of the experiences here. I will be exploring some of the ways that our research in neuroeconomics can help neurologists in their diagnosis and treatment of behavioral dysfunction that often accompany neurological disorders.

As importantly, I am looking forward to learn about how neurologists deal with the immense uncertainties facing them and their patients. This is analogous to the uncertainties that marketers face with regards to their customers. I hope that I can take some of those lessons and apply them to marketing in general and neuromarketing specifically.