This document discusses techniques for influencing healthcare decisions through different psychological approaches. It outlines push influence using advice and rewards/punishments, and pull influence using trust-building, empathy, and identifying common goals. Decision-making can be shaped by triggers like authority, reciprocity, and self-image. Intrinsic motivation comes from meaning, choice, and progress. People are also affected by self-efficacy, mood, memory, and context. The message's priming, simplicity, stress-level, vividness and expectations also impact decisions. Influencing patients requires understanding roles, pain/pleasure, and self-image while also using widespread, cross-platform approaches and offers.

1. Decision-Shaping for Healthcare
Professionals

2. Overview
• Psychology of influence
• Psychology of decision-taking
• Patients and peers

3. #1. Push Influence
• Suggesting & advising
• Asserting, evaluating, rewarding &
punishing

4. Requires
• Expert power
• Title power
• Rewards and threats

5. Pull Influence
• Involving, listening, disclosing
• Identifying common ground, creating a
vision

6. Requires
• Trust building
• Counselling skills
• Empathy and imagination

7. Exit
• Delaying until conditions more favourable

8. Push…Pull…Exit

9. Initial Pull
• What makes us trust each other?
-content
-delivery
-parent/adult/child roles

10. #2. Influence Triggers
• Peer group
• Likeability
• Authority
• Reciprocity
• Confirms self-image - consistency
• Something in short supply

11. #3. Intrinsic Motivation
• Meaning
• Choice
• Performance and Progress

12. #4. Affected By
• Self-efficacy
• Self-control
• Ego depletion

13. #5. Two Types of Thinking
23 X 17

14. #6. Choice and Context
• Maximisers and satisficers : good enough decision
• Memory : peak experience and end of experience
• Positive mood = wider choice

15. What doomy
friends, Facebook,
family say about
this?

16. What does this
place make me
expect/hope/fear?

17. How does my self-
efficacy help me
deal with this?

18. #7. Impact of Message
• Priming and familiarity
• Simple and multi-channel
• Stress low
• Location important
• Vividness and availability
• Where do patients expect to be influenced?

19. Patients and Peers
• Role difference
• Pain and pleasure
• Self-image

20. Widespread Influence
• Reductionist and cross-platform
• The offer
• The campaign

21. References
#1. John Seely Brown
#2. Robert Cialdini
#3. Kenneth W. Thomas & Dan Pink
#4. Albert Bandura, Walter Mischel, Baumeister
#5. Daniel Kahneman
#6. Barry Schwartz
#7. Thaler and Sunstein
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