|4th June 2014
Many of our clients ask us to help them understand how they, as a service provider, can more effectively inform and educate their customers. The end goal is to be able to influence their decision-making process, prompting a change in behaviour which results in better outcomes for their care, wellbeing, and treatment. But how do you successfully motivate the customer to want to change their behaviour?
We know from research that:
We all know that smoking kills- it says it on every packet - but people still continue to smoke. To influence behaviour, you must deliver not only the rational message, but the emotional pitch to support behaviour change. The customer has to want to change their own behaviours, by changing how they feel about the situation, they’re more likely to be open to the rationale behind why change is required. By understanding and incorporating theories of decision-making, behaviour change and social influence, we can design more successful services, systems and tools, not just for patients, but also for pharma reps and healthcare professionals.
Blue Latitude Health is currently working with a health and wellbeing services provider to develop services that will transform how their customers engage with healthcare services from prevention, to intervention and treatment. Part of their ethos is to create services that help their customers to change their unhealthy behaviour, initiate good habit formation, and provide the support needed to maintain changes.
This involves understanding and communicating the rational message or the clinical and scientific data that supports the changing of habits and behaviours. But alone this is not good enough- so the design of each service must also look to understand what customers need in terms of an emotional message, the content and context, to actually make behaviour change happen and support its continuation. The result is a service that is custom to the motivation, triggers, habits, barriers of a customer that also takes into account their goals and their context at a point in time. This ensures that when the emotional message is delivered, it actually has resonance with the customer and has an effect on behaviour.
No matter where your customer is in their journey of change, or their context, we can design systems, services and tools that will support and influence behaviour change, as well as help to maintain and reinforce the desired behaviour once it has occurred. If you’d like to discuss how we can help you meet your own challenges, call us on +44 203 328 1840 or email Simon.
|25th April 2019
Patient advocate Trishna Bharadia explains why shared decision making is crucial for ensuring multiple sclerosis patients feel heard and empowered
|18th April 2019
David Lazarus charts his journey from initial MS diagnosis in 1990 to his experience participating in innovative clinical trials, along with his advice for other patients.
|10th April 2019
A new MIT research project, sponsored by Novo Nordisk, is aiming to deliver insulin orally with a pill that releases medicine in the stomach lining. Dina Patel interviews the team and reveals the innovative engineering behind the pill.