UX in Healthcare - why are patients so resistent to good advice?!

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A brief exploration of why patients resist changing their attitudes and behaviors to adhere to recommended medication and treatment protocols and what we, as UX professionals, can do to reach them.

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  • Strong false beliefs are usually tied to a deeper self perception or identification. If you try to fight them head on, you will lose.
  • Let me ask you to do something with me. Close your eyes for just a moment. Now, go back to your childhood. Try to think about a specific experience when you felt loved, cared for, utterly secure. Really fill in the details. Who was there, what were you doing, what were the scents and sounds.

    Now: did your memory involve food? If so, raise your hand.
  • So, many of us, to one degree or another, probably hold the false belief that happiness and togetherness and belonging require eating the way that we were brought up. And, if we change that, we will lose a little bit of our joy in life, our feeling of belonging.

    It’s important to realize that all of us hold some false beliefs, or associations, that make it hard to accept healthcare advice to the contrary.
  • UX in Healthcare - why are patients so resistent to good advice?!

    1. 1. UX in Healthcare when patients are human LA UX Healthcare Meetup Series 6/11/14
    2. 2. Kathryn E. Campbell Managing Partner, Primitive Spark
    3. 3. Kathryn E. Campbell Managing Partner, Primitive Spark User Experience Professionals Association Board of Directors
    4. 4. why do patients resist adherence to protocols that will help them?!
    5. 5. why do people resist being told what to do?
    6. 6. Thoughts Memories Feelings Instincts
    7. 7. Stupid
    8. 8. Stupid Poor
    9. 9. UninsuredStupid Poor
    10. 10. Vaccine Promotion Messaging
    11. 11. Four strategies used to convince parents that vaccination is safe and that there is no link between vaccination and autism: 1. Correcting false claims with facts 2. Describing disease risks to unvaccinated children 3. Disease narrative/”True Story” 4. Disease images Vaccine Promotion Messaging
    12. 12. Four strategies used to convince parents that vaccination is safe and that there is no link between vaccination and autism: 1. Correcting false claims with facts 2. Describing disease risks to unvaccinated children 3. Disease narrative/”True Story” 4. Disease images Vaccine Promotion Messaging
    13. 13. “False beliefs, it turns out, have … to do with self-identity: What kind of person am I, and what kind of person do I want to be? ” Stephan Lewandowsky, researcher on misinformation and false beliefs
    14. 14. let’s try something together
    15. 15. Do you use: UX Toolkit
    16. 16. Do you use: • Personas? UX Toolkit
    17. 17. Do you use: • Personas? • User stories? UX Toolkit
    18. 18. Do you use: • Personas? • User stories? • User Experience Journeys? UX Toolkit
    19. 19. Patient Experience Journeys PM 360 pharmaceutical marketers
    20. 20. The user’s experience doesn’t begin with a website or app…
    21. 21. But with the narrative they create about their condition I’m going to prescribe some medication, but you also need to make some changes I’m not normal. Who will want to be around me? My life will never be the same.
    22. 22. Empowering users may hold the key
    23. 23. Empowering users may hold the key Co-creating goals and plans
    24. 24. Empowering users may hold the key Positive feedback loops Co-creating goals and plans
    25. 25. thank you!

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