national health council - influencing behavior change
DESCRIPTION
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.TRANSCRIPT
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National Health CouncilCommunications Affinity Group
And Grassroots Team
November 14, 2012
Presentation #1Influencing Behavior Change
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Increasing Communications Success By Thinking Differently
Denise Aube, Vice President, Health Care Practice LeaderJoel Machak, Executive Creative Director
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Denise Aube Joel MachakVice President,
Healthcare Practice LeadCrosby Marketing Communications
Executive Creative DirectorCrosby Marketing Communications
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What should I wear?
Which doctor should I choose?
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Traditional economic theory portrays
people as rational.
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Traditional healthcare communications
provide consumers with education.
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1991 1993 1995 1997 1999 2001 2003 2005 2007 2009
27.5%30.5%
34.8% 36.4% 34.8%
28.5%
21.9% 23%20% 19.5%
Trends in Current Cigarette Smoking Among High School Students
Source: Centers for Disease Control and Prevention.
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Knowledge is not enough.
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Brain science tells us that the
unconscious mind controls
95% of behavior.
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People actually behave in
predictably irrational ways.
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A few principles…. and some applications.
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Loss Aversion
The possibility of loss motivates people to
action more than the idea of gain.
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If you insulate your home fully you will save 50 cents a day.
4% response
If you fail to insulate your home you will lose 50 cents a day.
10% response
Source: Robert B. Cialdini, Influence: The Psychology of Persuasion, 1993.
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• “Fact-based” campaign, 1 appointment scheduled over the course of several weeks.
• Current campaign, 12 appointments in week 1.
Regional HospitalWomen’s Heart Center Outpatient Services
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Social Norming
People do what they think other people like them are doing.
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NO SIGN
Help save the environment. Reuse your towels during your stay.
35% reuse
Join your fellow guests in helping save the environment
(75% are participating). Reuse your towels during your stay.
44% reuse- 49% reuse
Source: Study published in Journal of Consumer Research (2008), authored by Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius.
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2010 Postcard – I mail dropTraditional Health Education Focus
< 100 county residents respond
County Government Department of HealthCancer Prevention Program Made breast cancer
screening the norm – “8 in10 women right
here in AA Cty.”
2011 Postcard – 1 mail dropUtilizes “Social Norming”
Nearly 600 county residents respond4.5% response rate (DMA benchmark 2.5%)
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Chunking
People are more likely to embark on a difficult task if it’s presented in bite-sized stages, rather than
one continuous act.
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Survey with 96 questions divided into 8 sections, 12 questions in
each.
Survey with 96 questions.Q1 – Q96
6% response61% of responders
complete the entire form
26% response87% of responders
complete the entire form
Source: Richard Storey, AAAA, Behavioral Economics: Small Change, Big Difference, 2010.
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Reciprocity
People are more likely to give if they receive something first.
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Physician SurveysNational sample, 2,147 physicians
Mailed survey – 25 minutes to complete
Source: Study published in Public Opinion Quarterly (2001), authored by Sandra Berry and David Kanouse, funded by NIH.
½ sample was promised a check upon completion of survey
66% completion
½ sample was sent a check with the survey (pre-payment)
Only 26% of respondents who did not complete survey cashed checks.
78% completion
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The Power of Now
We engage more strongly with current events than future ones.
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What is the most effective way to stop speeding?
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Photo taken and fine incurred.
Prevents 2.2 accidents
No photo taken, no fine incurred.
Prevents 3.1 accidents
Source: United Kingdom, Department of Transport Study, 2008, Angela Watkinson’s Report to House of Commons.
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shorterERwait.com: updated every 30 minutes
• Digital platforms provide ER wait times in “real time”
• ER services up 2%
Mobile Application
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Regional HospitalEmergency Services
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• Drive awareness and traffic through online, outdoor, social media
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Smoking causes cancer, lung disease, heart disease….
sometime in the future.
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Bar coasters engage the target when message is most relevant.
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Gas pump toppers send messages when smokers are likely to
purchase cigarettes.
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QR codes drive traffic to a mobile site to download or order a quit kit by phone.
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Elevator or stairs?
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Source: New York City Department of Health and Mental Hygiene.
Stair use increased immediately from 9.2% to 34.7%.
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I don’t know… those cookies on the
counter smell good.
How do we get people to make healthier decisions?
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How do we get more people to participate in our events?
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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?
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Evidence-based behavior change principles.
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Denise Aube Joel MachakCrosby Marketing Communications
410-626-0805www.crosbymarketing.com
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National Health CouncilCommunications Affinity Group
And Grassroots Team
November 14, 2012
Thank You for Participating!