National Health Council - Influencing Behavior Change


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First of two presentations to National Health Council member organizations on November 14, 2012. Given by Denis Aube and Joel Machak from Crosby Marketing Communications.

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  • We make thousands of decisions every day.
  • traditional theory has long said that we make those decisions rationally.
  • We as healthcare communicators for years have followed that theory. Every day we provide our stakeholders with facts they need to know to make good decisions.
  • For decades the industry has been sending health education messages to the general public, to parents, educators and directly to teenagers anti-smoking facts and figures. _Still nearly 20% of high school students smoke.
  • Over the past several years, communicators have explored the world of behavioral economics. Brain science… that tells us that emotion, memory, habit, mammal brain drives behavior and decision-making
  • National Health Council - Influencing Behavior Change

    1. 1. National Health CouncilCommunications Affinity Group And Grassroots Team November 14, 2012 Presentation #1 Influencing Behavior Change
    2. 2. Increasing Communications SuccessBy Thinking DifferentlyDenise Aube, Vice President, Health Care Practice LeaderJoel Machak, Executive Creative Director
    3. 3. Denise Aube Joel Machak Vice President, Executive Creative DirectorHealthcare Practice Lead Crosby Marketing Crosby Marketing Communications Communications
    4. 4. What should I wear? Which doctor should I choose?
    5. 5. Traditional economic theory portrays people as rational.
    6. 6. Traditional healthcare communications provide consumers with education.
    7. 7. 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.
    8. 8. Knowledge is not enough.
    9. 9. Brain science tells us that theunconscious mind controls 95% of behavior.
    10. 10. People actually behave in predictablyirrational ways.
    11. 11. A few principles…. and some applications.
    12. 12. Loss Aversion The possibility of loss motivates people to action more than the idea of gain.
    13. 13. 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.
    14. 14. 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.
    15. 15. Social Norming People do what they think other people like them are doing.
    16. 16. 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.
    17. 17. 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%) 17
    18. 18. Chunking People are more likely to embark on a difficult task if it’s presented in bite-sized stages, rather than one continuous act.
    19. 19. 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.
    20. 20. Reciprocity People are more likely to give if they receive something first.
    21. 21. 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.
    22. 22. The Power of Now We engage more strongly with current events than future ones.
    23. 23. What is the most effective way to stop speeding?
    24. 24. 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.
    25. 25. Regional Hospital Emergency Services• Digital platforms provide ER wait times in “real time”• ER services up 2% Mobile Application updated every 30 minutes 26
    26. 26. • Drive awareness and traffic through online, outdoor, social media 27
    27. 27. Smoking causes cancer, lung disease, heart disease…. sometime in the future.
    28. 28. Bar coasters engage the target when message is most relevant. 29
    29. 29. Gas pump toppers send messages when smokers are likely to purchase cigarettes. 30
    30. 30. QR codes drive traffic to amobile site to download ororder a quit kit by phone. 31
    31. 31. Elevator or stairs?
    32. 32. Stair use increased immediately from 9.2% to 34.7%.Source: New York City Department of Health and Mental Hygiene.
    33. 33. I don’t know… those cookies on the counter smell good. How do we get people to make healthier decisions?
    34. 34. How do we get more peopleto participate in our events?
    35. 35. 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?
    36. 36. Evidence-basedbehavior changeprinciples.
    37. 37. Denise Aube Joel Machak Crosby Marketing Communications 410-626-0805
    38. 38. National Health CouncilCommunications Affinity Group And Grassroots Team November 14, 2012 Thank You for Participating!