|4th September 2016
Since the mid-1950s, fear appeals have been applied in an effort to reduce a number of risky, yet modifiable, health related behaviours.¹ Today, they still remain a popular technique for creative agencies, researchers, interventionists, and policy makers.² Even influential bodies such as the World Health Organisation argue in favour of one of the best-illustrated examples of fear appeals; the health warnings on cigarette packages.³ However, if you ask a smoker about the warnings, you’ll often hear “I just ignore the warnings”, or “that’s not me so why would it affect me”.
So, can fear really motivate someone to change their behavior? Can it make a healthcare professional (HCP) choose one treatment over the other? Can it make a patient more adherent to their treatment or encourage them to exercise more, or change their diet? Can it make an HCP prescribe a treatment sooner rather than later?
Despite caution from some researchers, Client Lead Natalie Seebeck explains that applying fear-based models, specifically Protection Motivation Theory (PMT) and the Extended Parallel Processing Model (EPPM), in communications can be effective, if the right components are used in the right way.
According to widely adopted fear appeal theories, such as PMT and EPPM, fear appeals are persuasive communications that consist of two key components:
Once these are presented, an individual’s evaluation or appraisal of these components is expected to result in a motivation to change behaviour.
PMT, or Protection Motivation Theory, says that a change response is the result of two integrated appraisal processes: firstly a threat appraisal, followed by a coping appraisal.⁵
The theory states that if the coping appraisal outweighs the threat appraisal, the individual will be motivated and implement the recommended “self-protective” behaviour.⁵
|27th August 2020
Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?
|28th July 2020
At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.
|14th July 2020
Blue Latitude Health, and our parent company Fishawack Health, have developed exclusive intellectual property, processes and tools to ensure you’re engaging customers in the right way. View our service one-pagers below to find out how we can help solve your challenges whether you’re in a medical, brand, portfolio or an above brand role.