Presentation by Heather Patrick, PhD, VP, Behavioral Science, Carrot Inc. at the Smart Health Conference 2018, held at Bally's Las Vegas on the 26-27th of April, 2018.

1. Leveraging Behavioral Science
for Competitive Advantage
Heather Patrick, PhD
VP, Behavioral Science
Carrot Inc
@HPatrick_PhD

2. The Popularization of
Behavioral Science

3. You may have read...

4. You may be listening to...

5. And then these little happenings...

6. And then these little happenings...

7. Real-World Examples

10. The Popularization of Behavioral Science…

11. Changing Our
Approach

12. Changing Our Approach to Behavior Change
● For some behaviors, a nudge is enough (or a habit does the trick)
○ Vaccines
○ Health screenings
○ Seatbelts

13. Changing Our Approach to Behavior Change
● For some behaviors, a nudge is enough (or a habit does the trick)
○ Vaccines
○ Screenings
○ Seatbelts
● But for most of what we’re trying to change...
○ Nutrition and dietary behaviors
○ Physical activity
○ Sleep
○ Stress management
○ Preventing or managing chronic conditions

14. Changing Our Approach to Behavior Change
● For some behaviors, a nudge is enough (or a habit does the trick)
○ Vaccines
○ Screenings
○ Seatbelts
● But for most of what we’re trying to change...
○ Nutrition and dietary behaviors
○ Physical activity
○ Sleep
○ Stress management
○ Preventing or managing chronic conditions
NUDGE ISN’T ENOUGH

15. From Nudge to
Sustained Motivation

16. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)

17. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)

18. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
- Lack of perceived
competence OR
- Lack of value
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)

19. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
- Lack of perceived
competence OR
- Lack of value
- Interest
- Enjoyment
- Inherent satisfaction
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)

20. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
EXTERNAL
REGULATION
- Lack of perceived
competence OR
- Lack of value
- External
rewards or
punishments
- Compliance
- Reactance
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)
- Interest
- Enjoyment
- Inherent satisfaction

21. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
EXTERNAL
REGULATION
INTROJECTION
- Lack of perceived
competence OR
- Lack of value
- External
rewards or
punishments
- Compliance
- Reactance
- Ego involvement
- Focus on
approval from
self and others
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)
- Interest
- Enjoyment
- Inherent
satisfaction

22. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
EXTERNAL
REGULATION
INTROJECTION IDENTIFICATIO
N
- Lack of perceived
competence OR
- Lack of value
- External
rewards or
punishments
- Compliance
- Reactance
- Ego involvement
- Focus on
approval from
self and others
- Personal
importance
- Conscious
valuing of activity
- Self-
endorsement of
goals
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)
- Interest
- Enjoyment
- Inherent satisfaction

23. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
EXTERNAL
REGULATION
INTROJECTION IDENTIFICATIO
N
INTEGRATION
- Lack of perceived
competence OR
- Lack of value
- External
rewards or
punishments
- Compliance
- Reactance
- Ego involvement
- Focus on
approval from
self and others
- Personal
importance
- Conscious
valuing of activity
- Self-
endorsement of
goals
- Congruence
- Synthesis and
consistency of
identifications
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)
- Interest
- Enjoyment
- Inherent satisfaction

24. Re-thinking motivation...
LOWER MOTIVATIONAL QUALITY
(e.g., less engagement, persistence)
AMOTIVATION EXTRINSIC MOTIVATION
INTRINSIC
MOTIVATION
EXTERNAL
REGULATION
INTROJECTION IDENTIFICATIO
N
INTEGRATION
- Lack of perceived
competence OR
- Lack of value
- External
rewards or
punishments
- Compliance
- Reactance
- Ego involvement
- Focus on
approval from
self and others
- Personal
importance
- Conscious
valuing of activity
- Self-
endorsement of
goals
- Congruence
- Synthesis and
consistency of
identifications
- Interest
- Enjoyment
- Inherent satisfaction
HIGHER MOTIVATIONAL QUALITY
(e.g., greater engagement, persistence)

25. Supporting Basic Psychological Needs

26. Supporting Basic Psychological Needs
AUTONOMY:
The need to feel choiceful,
and volitional; as the
originator of one’s actions
AUTONOMY

27. Supporting Basic Psychological Needs
AUTONOMY
AUTONOMY:
The need to feel choiceful,
and volitional; as the
originator of one’s actions
RELATEDNESS
RELATEDNESS:
The need to feel understood and
valued by important others

28. Supporting Basic Psychological Needs
AUTONOMY
AUTONOMY:
The need to feel choiceful,
and volitional; as the
originator of one’s actions
RELATEDNESS
RELATEDNESS:
The need to feel understood and
valued by important others
COMPETENCE
COMPETENCE:
The need to feel capable,
effective, “optimally challenged”

29. How do you do this?!

32. Helping people
connect the dots

38. Creating an
environment in
which people feel
accepted

40. Behavioral Science &
Competitive Advantage

41. Market Differentiation
● Moving from engagement to retention
○ And identifying ways to measure meaningful engagement

42. Market Differentiation
● Moving from engagement to retention
○ And identifying ways to measure meaningful engagement
● Not building for lifetime members

43. Market Differentiation
● Moving from engagement to retention
○ And identifying ways to measure meaningful engagement
● Not building for lifetime members
● Redefining metrics
○ Obvious outcomes
○ Progress
○ Indicators in the pathway to change (mediators/moderators)
○ Return rates

44. The Catch

45. Questions?
Heather Patrick, PhD
email: heather@carrot.co
Twitter: @HPatrick_PhD
Web: https://pivot.co