DUBAI, UAE, September 30, 2026 /24-7PressRelease/ — Rami Abdin, A sales and marketing leader with a decade of commercial experience across the pharmaceutical, aesthetics, skincare and medical devices sectors, today announced the release of “Why We Buy What We Don’t Need”, a free book on the psychology behind purchasing decisions.
The release follows his first book, “The Mastery for Medical Representatives: Coaching for Success”, which focused on the craft of healthcare sales. Where that book addressed the seller, this one turns to the buyer.
“I spent years selling to physicians and dermatologists, some of the most rigorously trained, evidence-driven people you will ever present to,” said Rami. “They read the clinical data line by line. And the decision still wasn’t made on the data. It came down to trust, to positioning, to who in their peer group had already adopted it, to how the choice was framed in the room. That gap between the evidence and the decision is what I couldn’t stop thinking about.”
That question led him to pursue a PhD in Sales and Marketing, formalizing a decade of field observation into structured research on consumer behavior and decision psychology. Why We Buy What We Don’t Need is the first public output of that work, a translation of behavioral science into practical commercial application.
The book covers the mental shortcuts that drive buying decisions, social proof, loss aversion, anchoring, reciprocity, and authority alongside pricing psychology, identity-driven purchasing, trust signals, and friction. Each chapter pairs the underlying research with real brand case studies and an application exercise readers complete on their own product or campaign.
Notably, the book is being released free of charge.
“Most of what I know, I learned from people who took the time to teach me managers, mentors, colleagues who had no obligation to do it,” Rami said. “A decade in this industry has given me more than I expected. Releasing this for free is how I give some of that back. If one rep or one founder stops guessing and starts understanding their buyer, that’s worth more to me than the price of a download.”
Mentoring and developing healthcare sales professionals has been a consistent thread in his career. He holds a Bachelor of Pharmacy, an MBA, and is currently a PhD scholar in Sales and Marketing.
Why We Buy What We Don’t Need is available at no cost at https://shorturl.at/X0bhv
About Rami Abdin
Rami Abdin is a sales, marketing, and business development professional with a decade of experience driving revenue growth and market expansion across the pharmaceutical, medical device, aesthetics, and skincare industries, including roles at Merck, L’Oréal, Menarini (Relife Aesthetics) & Imdad (Aesthetics Medical Devices). He holds a Bachelor of Pharmacy and an MBA, and is a PhD scholar in Sales and Marketing. He is the author of “The Mastery for Medical Representatives: Coaching for Success.”
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