kurt m. ribisl, phd jennifer leeman, drph allison m. glasser, mph april 16 th, 2014 presentation to...
TRANSCRIPT
Kurt M. Ribisl, PhDJennifer Leeman, DrPH
Allison M. Glasser, MPH
April 16th, 2014
Presentation to CPCRN Steering Committee
Pricing Health Behavior Interventions to Promote Adoption
Lessons from the Marketing and Business Literature
*Based on an article in press in the American Journal of Preventative Medicine
Why are interventions adopted?
• Scientific evidence• Colleagues use it• Ease of implementation • State Health Department priorities • Presence of adequate staffing• Cost• Supportive state legislature• Availability of adequate resources
1. Baker, E. A., Brownson, R. C., Dreisinger, M., McIntosh, L. D., & Karamehic-Muratovic, A. (2009). Examining the role of training in evidence-based public health: a qualitative study. Health promotion practice, 10(3), 342-348.
2. Brownson RC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health departments. Am J Prev Med 2007;33(1S):S66–S78.
#1 Reason
“Availability of adequate resources”
1. Brownson RC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health departments. Am J Prev Med 2007;33(1S):S66–S78.
Lean Movement
1. Wilson, L. (2009). How to implement lean manufacturing. McGraw Hill Professional. 2. "Lean Manufacturing Approach Increases Total Depot Repair Capabilities by 267%."The Wall Street Journal. Dow Jones & Company, 11 June 2013. 3. Wickramasinghe, N., Al-Hakim, L., Gonzalez, C., & Tan, J. (2014). Lean thinking for healthcare. Springer New York..
Researchers Ask You About Your:
• Intentions to use EBIs• Attitudes about evidence• Sources of information• Demographics
BUT NOT YOUR BUDGET!
Alternative Approaches To Value Creation:
Product Led:
PRODUCT OR INTERVENTION
PRICE VALUECOST CUSTOMER
CUSTOMER PRICE COSTVALUE PRODUCT OR INTERVENTION
Customer Led:
Approaches to Price Setting:
1. Cost2. Based on competitors3. Based on value
Methods for Price Setting:
1. Field Tests2. Surveys
Purchase Probability Curve (adapted from Nagle et al., 2011)
1. Nagle T, Hogan J, Zale J. The strategy and tactics of pricing: a guide to growing more profitably. 5 ed. Upper Saddle River, New Jersey: Prentice Hall; 2011.
Proposed Solutions For Fixing The Disconnect Between Practitioners And Researchers
Status quo Practitioners Proposed solution for researchers
Have limited budgets, staffing, and other resources
Engage in customer research to identify the resources available to practitioners and their willingness to pay for EBIs
Need EBIs that are easy to adapt to the local context and
Design EBIs to be lean and maximize reach implement in practice
Need to know the costs of using an EBI Collect data on the costs of adapting, implementing, and delivering EBIs
Proposed Solutions For Fixing The Disconnect Between Researchers And Academic Institutions/Funders
Status quo Researchers Proposed solution for academic institutions/funders
Are rewarded with publications, grants, and promotions for developing maximally effective EBIs regardless of EBI cost, staffing resources, or implementation feasibility
Reward based on work contributing to all phases of the research spectrum: initial discovery, refinement, further development, and delivery to practice
Have few incentives to develop EBIs that meet practitioner needs and become widely adopted
Give priority to proposals that design interventions with scalability in mind
Have limited information about practitioners’ resource constraints
Fund customer research to understand end user budgets and resources, including buy-response studies