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

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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

daube@crosbymarketing.com

National Health CouncilCommunications Affinity Group

And Grassroots Team

November 14, 2012

Thank You for Participating!