Can We Nudge People to Better Health?

FINDING THE NUDGEABLES

A COLLABORATIVE RESEARCH PROJECT

Denise Fedewa | EVP Director of StrategyLeo Burnett

Sarah Bader | Managing Director Gensler

Many groups in the healthcare space share a similar question...

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LEO BURNETT + GENSLER | SXSW

Is it possible to nudge people toward healthy behaviors?

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What works?

What doesn’t?

Who is willing to change?


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After interviewing over 7,000 people we discovered 8 unique segments of how people think and act about health...

ALREADY ENGAGED

NOT BUDGING

THINKING FAST THINKING SLOW


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MEET THE NUDGEABLES

HealthivoresSmart & Secures

Healthy Habits

Bigger Picture

Struggling Dieters Lost Boys

Couch Potatoes

Highly educated

Health connoisseurs

Trailblazers

Delve into complex research

Self-defined health experts

Higher educated

Passionate about health & wellness

Set in their ways

Routine-driven

Put in effort, but lack passion

Look to incorporate easy, basic behaviors

Don’t want to spend time thinking about it

Slightly older

View weight loss as a key step

Struggle with yo-yo dieting

Often cave to immediate gratification

Primarily women

Concerned with weight loss

Struggle with yo-yo dieting

Often cave to immediate gratification

Optimistic individuals

History of good health

Do just enough to stay out of the

doctor’s office

Prioritize fun and happiness

Unguided individuals

Skew male and lower incomes

Unhappy and overwhelmed

Often uninsured

Avid ‘avoiders’

Don’t make effort to take care of health

Often struggle with willpower

General disinterest in health

Happy Go Luckys


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This study shatters many myths commonly encountered in the healthcare industry...

For example, technology and apps only nudge about 20% of people.

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For example, technology and apps only nudge about 20% of people.

And just pouring out information about health and daily steps really doesn’t work for anyone except those already engaging in proactive behaviors.

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WHAT WE DO KNOW

Solutions which integrate seamlessly into how people actually live, rather than how they wish they would live, will gain better traction.


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WHAT WE DO KNOW

Solutions which integrate seamlessly into how people actually live, rather than how they wish they would live, will gain better traction.

Focusing on the things that require only small steps and are easy to do and integrate, will allow you to nudge more people towards better health.


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...learn more about the Nudgeables...

...and how to move them from inertia to action.

Learn from the research...

Attend this session to...


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Which market segments are considered most nudgeable?

Which segment will be the first to make a shift?

What kinds of actions and messaging can move them in the right direction?


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What are the best ways to communicate with them?

What should you say?

What role does technology play?

How do you get your best return on your marketing dollars?


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What are the best spaces in which people can be nudged?

What types of design elements will result in more efficient

and outcome-productive environmental spending?


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Health & Medicine

Can We Nudge People to Better Health?