Series
Distinguished Speaker Series
Disruptions in Biopharma and the Lifesciences - Surviving the Innovations of the Early 21st Century
Open To
SMU Community, Public
Event Image
Synopsis
The figure above demonstrates the Müller-Lyer illusion, where equal-length lines appear different due to cognitive processing, illustrating how perceptions can mislead us – a key concept in Behavioural Economics. This field explores how psychological attributes affect economic decisions. Our lecture will first examine examples of how these attributes lead to seemingly irrational decisions. Then we will discuss leveraging an understanding of behavioural biases to subtly influence decision-making contexts, nudging individuals towards more desirable choices.
Speaker
Speaker Details
Danny Soon
 |
Adj. Assoc. Prof. Danny Soon is Chief Executive Officer at the Consortium for Clinical Research and Innovation, Singapore (CRIS), concurrent Executive Director at the Singapore Clinical Research Institute (SCRI) and also the Interim Executive Director, Advanced Cell Therapy and Research Institute, Singapore (ACTRIS). A/Prof Soon was previously the Executive Director of Biomedical Research Council (BMRC) in A*STAR. His team in BMRC was responsible for incepting and coordinating efforts and programmes in drug development, precision medicine, medical technology and biomanufacturing. A/Prof Soon also held the role of founding and Acting CEO of the Experimental Biotherapeutics Centre. Danny has long experience in drug development, having worked at Eli Lilly and Company for 15 years, where he headed up the Lilly-NUS Centre for Clinical Pharmacology (LNUS). |
In Partnership With
