National Health CouncilCommunications Affinity Group
And Grassroots Team
November 14, 2012
Presentation #1Influencing Behavior Change
Increasing Communications Success By Thinking Differently
Denise Aube, Vice President, Health Care Practice LeaderJoel Machak, Executive Creative Director
Denise Aube Joel MachakVice President,
Healthcare Practice LeadCrosby Marketing Communications
Executive Creative DirectorCrosby Marketing Communications
What should I wear?
Which doctor should I choose?
Traditional economic theory portrays
people as rational.
Traditional healthcare communications
provide consumers with education.
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.
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.
• “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
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.
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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%)
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% 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.
Reciprocity
People are more likely to give if they receive something first.
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
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.
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
• Drive awareness and traffic through online, outdoor, social media
27
Smoking causes cancer, lung disease, heart disease….
sometime in the future.
29
Bar coasters engage the target when message is most relevant.
30
Gas pump toppers send messages when smokers are likely to
purchase cigarettes.
31
QR codes drive traffic to a mobile site to download or order a quit kit by phone.
Elevator or stairs?
Source: New York City Department of Health and Mental Hygiene.
Stair use increased immediately from 9.2% to 34.7%.
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?
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?
Evidence-based behavior change principles.
Denise Aube Joel MachakCrosby Marketing Communications
410-626-0805www.crosbymarketing.com
National Health CouncilCommunications Affinity Group
And Grassroots Team
November 14, 2012
Thank You for Participating!
