Simple Shifts In Thinking – Positive Impact on Behavior

Denise Aube, Vice President, Health Care Practice Leader Joel Machak, Executive Creative Director

What should I wear?

Which doctor should I choose?

Traditional economic theory portrays

people as rational.

Traditional communications

provide consumers with education.

27.5% 30.5%

34.8% 36.4% 34.8%

28.5%

21.9% 23% 20% 19.5%

1991 1993 1995 1997 1999 2001 2003 2005 2007 2009

Trends in Current Cigarette Smoking Among High School Students

Source: Centers for Disease Control and Prevention.

Knowledge is not enough.

Brain science tells us that the

unconscious mind controls

95% of behavior.

People actually behave in

predictably irrational ways.

A few principles…. and some applications.

Loss Aversion

The possibility of loss motivates people to

action more than the idea of gain.

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.

“We need to get more women to schedule a heart exam with our docs.”

A conventional approach

• Give them facts. • Heart disease is the #1

killer of women. • 1 in 2 women die of

heart disease. • 6 times more than

breast cancer. • Risks are all preventable.

We tapped into #1 thing Mom does not want to lose. All available appointments booked.

Social Norming

People do what they think other people like them are doing.

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.

“We need more people to register to become organ donors.”

A conventional approach

• This is a crisis – we need your help.

• 118,498 people are waiting for an organ.

• 18 people will die each day waiting for an organ.

• 1 organ donor can save up to 8 lives.

Make organ

Make organ donation a movement of millions of people.

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2010 Postcard – I mail drop Traditional Health Education Focus

< 100 county residents respond

Made breast cancer screening the norm – “8 in10 women right

here in AA Cty.”

2011 Postcard – 1 mail drop Utilizes “Social Norming”

Nearly 600 county residents respond 4.5% response rate (DMA benchmark 2.5%)

Chunking

People are more likely to embark on a difficult task if it’s presented in bite-sized stages, rather than

one continuous act.

Survey with 96 questions divided into 8 sections, 12

questions in each.

Survey with 96 questions. Q1 – Q96

6% response 61% of responders

complete the entire form

26% response 87% of responders

complete the entire form

Source: Richard Storey, AAAA, Behavioral Economics: Small Change, Big Difference, 2010.

“We need to increase sales among current customers.”

We made it easy for stressed clinicians to implement urine drug monitoring. The 5 Step Guide.

Utilization increases. Volume and revenue goals surpassed.

Break down financial planning into 7 simple steps.

Reciprocity

People are more likely to give if they receive something first.

Physician Surveys National 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

“We need to generate more leads for our sales force.”

A conventional approach

• Direct mail offering an incentive.

• Fill out this form and we’ll send you a gift.

We grabbed prospects attention and opened doors with a gift. 20% response rate 14% conversion

The Power of Now

We engage more strongly with current events than future ones.

What is the most effective way to stop speeding?

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.

“ER visits are down. We need to turn that around.”

A conventional approach

• Tell consumers how great we are.

• Top quality care. • Showcase awards. • Give the credentials.

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We provided ER wait times in real time with innovative digital tools. ER volume up 2%.

Smoking causes cancer, lung disease, heart disease….

sometime in the future.

Bar coasters engage the target when message is most relevant.

39

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QR codes drive traffic to a mobile site to download or order a quit kit by phone.

Requests for kits up 27%.

I don’t know… those cookies on the

counter smell good.

How do we get people to make healthier decisions?

How do we get more people to participate in our events?

1. Carefully select the behavior 2. Identify the barriers and benefits 3. Design your strategy

Identify the behavior

Not separable into parts, incapable of being divided

Learn more.

Visit our Website.

Schedule a heart check.

Register to be an organ donor.

Identifying barriers and benefits

Literature Review Observation

Focus Groups Surveys

• Find a principle that might work for your program.

• Pick one primary approach.

• Positively frame the call to action or desired behavior.

Design your strategy

• Apply your theory across all platforms.

• Build your plan, create your tactics and execute.

• Build in metrics and form of data collection.

Plan, execute, measure

Resources

nudges.org danariely.com Influenceatwork.com (Dr. Robert B. Cialdini) cbsm.com (Community-Based Social Marketing) TED Talks – Alex Laskey and Sendhil Mullainathan

Thank you.

Denise Aube daube@crosbymarketing.com

@deniseaube

Joel Machak jmachak@crosbymarketing.com

Connect with Crosby Marketing: www.crosbymarketing.com

www.facebook.com/CrosbyMarketing @CrosbyMarketing

410-626-0805 or 301-261-1570