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Increasing Communications Success by Thinking Differently

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A recent special session of the National Health Council’s Communications Affinity Group and Grassroots Affinity GroupsTeam featured a presentation by two members of Crosby Marketing Communications’ leadership team: Vice President and Healthcare Practice Leader Denise Aube and Executive Creative Director Joel Machak.

The presentation, entitled “Increasing Communications Success by Thinking Differently,” focused on how to apply behavioral economics principles to healthcare marketing. Informed by 20+ years of experience working with national health systems, patient advocacy groups and government agencies, Aube and Machak shared real world examples of how people behave in “predictably irrational ways” and discussed how thinking differently about messaging and outreach strategies can influence behavior change.

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Increasing Communications Success by Thinking Differently

  1. 1. Increasing Communications SuccessBy Thinking DifferentlyDenise Aube, Vice President, Health Care Practice LeaderJoel Machak, Executive Creative Director
  2. 2. What should I wear? Which doctor should I choose?
  3. 3. Traditional economic theory portrays people as rational.
  4. 4. Traditional healthcare communications provide consumers with education.
  5. 5. Trends in Current Cigarette Smoking Among High School Students 34.8% 36.4% 34.8% 30.5% 27.5% 28.5% 21.9% 23% 20% 19.5% 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009Source: Centers for Disease Control and Prevention.
  6. 6. Knowledge is not enough.
  7. 7. Brain science tells us that theunconscious mind controls 95% of behavior.
  8. 8. People actually behave in predictablyirrational ways.
  9. 9. A few principles…. and some applications.
  10. 10. Loss Aversion The possibility of loss motivates people to action more than the idea of gain.
  11. 11. If you insulate your home fully If you fail to insulate your home you will save 50 cents a day. you will lose 50 cents a day. 4% response 10% responseSource: Robert B. Cialdini, Influence: The Psychology of Persuasion, 1993.
  12. 12. Regional HospitalWomen’s Heart CenterOutpatient Services• “Fact-based” campaign, 1 appointment scheduled over the course of several weeks.• Current campaign, 12 appointments in week 1.
  13. 13. Social Norming People do what they think other people like them are doing.
  14. 14. NO SIGN your fellow guests in helping Join Help save the environment. save the environment Reuse your towels during your stay. (75% are participating). Reuse your towels during your stay. 44% reuse 35% reuse - 49% reuseSource: Study published in Journal of Consumer Research (2008), authored by Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius.
  15. 15. County Government Department of HealthCancer Prevention Program Made breast cancer screening the norm – “8 in10 women right here in AA Cty.” 2010 Postcard – I mail drop 2011 Postcard – 1 mail drop Traditional Health Education Focus Utilizes “Social Norming” < 100 county residents respond Nearly 600 county residents respond 4.5% response rate (DMA benchmark 2.5%) 15
  16. 16. Chunking People are more likely to embark on a difficult task if it’s presented in bite-sized stages, rather than one continuous act.
  17. 17. Survey with 96 questions Survey with 96 questions. divided into 8 sections, 12 Q1 – Q96 questions in each. 6% response 26% response 61% of responders 87% of responders complete the entire complete the entire form formSource: Richard Storey, AAAA, Behavioral Economics: Small Change, Big Difference, 2010.
  18. 18. Reciprocity People are more likely to give if they receive something first.
  19. 19. Physician Surveys National sample, 2,147 physicians Mailed survey – 25 minutes to complete ½ sample was promised a check ½ sample was sent a check with upon completion of survey the survey (pre-payment) 66% completion 78% completion Only 26% of respondents who did not complete survey cashed checks.Source: Study published in Public Opinion Quarterly (2001), authored by Sandra Berry and David Kanouse, funded by NIH.
  20. 20. The Power of Now We engage more strongly with current events than future ones.
  21. 21. What is the most effective way to stop speeding?
  22. 22. Photo taken and fine incurred. No photo taken, no fine incurred. Prevents 2.2 accidents Prevents 3.1 accidentsSource: United Kingdom, Department of Transport Study, 2008, Angela Watkinson’s Report to House of Commons.
  23. 23. Regional Hospital Emergency Services• Digital platforms provide ER wait times in “real time”• ER services up 2% Mobile Application shorterERwait.com: updated every 30 minutes 24
  24. 24. • Drive awareness and traffic through online, outdoor, social media 25
  25. 25. Smoking causes cancer, lung disease, heart disease…. sometime in the future.
  26. 26. Bar coasters engage the target when message is most relevant. 27
  27. 27. Gas pump toppers send messages when smokers are likely to purchase cigarettes. 28
  28. 28. QR codes drive traffic to amobile site to download ororder a quit kit by phone. 29
  29. 29. Elevator or stairs?
  30. 30. Stair use increased immediately from 9.2% to 34.7%.Source: New York City Department of Health and Mental Hygiene.
  31. 31. I don’t know… those cookies on the counter smell good. How do we get people to make healthier decisions?
  32. 32. How do we get more peopleto participate in our events?
  33. 33. I just want to go home. How do we get more people who have been waiting for hours at DMV to register to become organ donors?
  34. 34. Evidence-basedbehavior changeprinciples.
  35. 35. Thank you.Denise AubeVice President, Health Care Practice Leaderdaube@crosbymarketing.com@deniseaube301-261-1570Connect with Crosby Marketing:www.crosbymarketing.comwww.facebook.com/CrosbyMarketing@CrosbyMarketing

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