1) Dr. Claudia Put runs Brand New Health, a company focused on digital health coaching and behavior change at scale through the interaction of health psychology and information technology. 2) Brand New Health has conducted several successful behavior change campaigns, including a large EU smoking cessation campaign that reached over 3 million people and a campaign targeting FC Barcelona fans that helped 34% of participants quit smoking. 3) Brand New Health finds that gradual gains in control over one's health behaviors through digital coaching can be more motivating than big initial plans, as it gives a greater sense of competence over time. Younger people are more likely to start programs but older individuals stick with them longer.

1. Dr. Claudia Put
brandnewhealth
We change behaviour

2. Brand New Health
Who are we?
Company Mission = large scale
change of health behaviour
Digital health coaching
Digital health coaching
Interaction between Health
Psychology & IT
Evidence-based: Analyses on impact
& process
1
2
3
Digital health coaching
brandnewhealth
We change behaviour

3. We like health advice
But we also like to
ignore it And
afterwards we like to
think
It was our own idea
61% starts after being
advised with a weight
control program
…24% starts the
program without
advice
Only 33% starts after
advice with a program
for more controlled
drinking
Is this due to the high
self-confident
attitude?
‘I could drink less or
not at all If I wanted
to, but I am not going
to do it now’
brandnewhealth
We change behaviour
Finding 1

4. Case study:
The EU campaign ‘ex- smokers are unstoppable’
Implemented in 27 EU-states, 22 languages,
With digital health coach for smoking cessation
> 3 million unique visitors, >400.000 active users.
brandnewhealth
We change behaviour
Finding 2

5. Special adaptation for fans of FC Barça, which were
considered as a tough sociodemographic target group for
health promotion
‘Ex-smokers are unstoppable’ advice & encouragements were
reformulated as coming from FC Barça players, their wives, the
coach, etc
34% stops smoking ! Less risk of relapse, because they
were triggered in the right way
QUIT
SMOKING
WITH
BARCA
brandnewhealth
We change behaviour

6. Motivation is rationally stable (we know very well why we should live healthy) but emotionally
transient (but we don’t feel like it right now)
Motivation very often is about why (not) now; we do (not do) things because they have instant
(dis)advantages E.g.: can of cola
Disadvantages:
Today we are so motivated to go running and tomorrow…. it rains
Advantages:
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calories, Large changes in blood sugar energy boosts & feeling faint; Stress
response (cafein)
energy, concentration boost (cafein)
Finding 3

7. 225.000 smokers who
were not yet planning on
quitting smoking and
5.000 overweight people
who were not into losing
weight did equally well as
the ones who were very
motivated.
Why ?!?
They gradually gained
control over their
‘black box’ health
behaviour, which gave
them a bigger sense of
competence.
It is not the big
plan upfront
that motivates us,
but the little
successes along
the way
Finding
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4

8. Finding
Younger people (<35) more easily assess their health
& start with programs, but
the older (45+) ones stick longer once they started
and then go for it
1
When women are younger they have a more
depressed mood and many stress related
complaints; as they grow older they are more at
risk for sleeping badly;
2
Younger men tend to eat in an unbalanced way,
but also smoke more and excessively drink;
older men are seriously confronted with
overweight
3
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We change behaviour
5

9. Thank you for your attention !
brandnewhealth
We change behaviour