Exploring User Narrative, Behavior Change Communication and Design Thinking for Healthcare
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Exploring User Narrative, Behavior Change Communication and Design Thinking for Healthcare. Re-strategizing Patient Engagement and Behavior Change Communication in the age of Mobile Technology and Social Networks. Talk presented at the Global Chat series at Harvard School of Public Health Date Presented: May 7, 2014 Anshuman Chadda, MD, MPH 14' Health Policy and Management Concentration, Harvard School of Public Health
Transcript of Exploring User Narrative, Behavior Change Communication and Design Thinking for Healthcare
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Exploring User Narrative, Behavior Change Communication and Design Thinking for Healthcare. Anshuman Chadda, MD, MPH 14’ HEALTH POLICY AND MANAGEMENT, HARVARD SCHOOL OF PUBLIC HEALTH May 7, 2014 @ANSHUMANCHADDA
Exploring User Narrative, Behavior Change Communication and Design Thinking for Healthcare.
@ANSHUMANCHADDA
Re-strategizing Patient Engagement and Behavior Change Communication in the age of Mobile Technology and Social Networks.
@ANSHUMANCHADDA
• WHY BEHAVIOR CHANGE? • System 1 vs System 2 • Available Evidence • Work @WELLFRAME • Opportunity with changing technology • Future Direction
• Design Thinking in Healthcare • What is it? • Opportunity for Public Health
• Q&A
OUTLINE!
BEHAVIOR CHANGE!THE ELUSIVE GOAL, THE NEED!
“Over half of all premature deaths in usa are due to poor personal choices – smoking, bad diet, sedentarism, dangerous driving, risky sex.”!
KAHNEMAN’S!DUAL PROCESSING THEORY!
KAHNEMAN’S!DUAL PROCESSING THEORY!
KAHNEMAN’S!DUAL PROCESSING THEORY!
SYSTEM 1!!Unconscious reasoning!Fast!Automatic!Effortless!Associative!Non Verbal!Non Logical!
SYSTEM 2!!Conscious Reasoning!Explicit!High Effort!Slow!Linked to Language!Logical!Serial!
“Much of the time, our judgments and choices are automatically made by system 1.” Kahneman!
KAHNEMAN’S!DUAL PROCESSING THEORY!
What We’re Against!The Fast Food Industry!
What We’re Against!WHAT THEY USE! WHAT WE USE!
What We’re Against!WHAT THEY USE! WHAT WE USE!
Can we use the Gambits of Fast Food Industry for Public Health?
Q
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CHALLENGE!PATIENT ENGAGEMENT!
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CHALLENGE!PATIENT ENGAGEMENT!
A mobile platform that provides Gold-Standard Clinical Care Protocols to a large patient population.
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INTRODUCING!WELLFRAME!
A mobile platform for care management and patient engagement. It provides Gold-Standard Clinical Care Protocols to large patient populations.
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CHALLENGE!PATIENT ENGAGEMENT!
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Given the technological platform, with which we can reach thousands of patients effortlessly, How could we engage patients more?
Q
Q Target Population: Large Hispanic Medicare Population with Diabetes
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FOCUS GROUPS!PATIENT ENGAGEMENT!
Something emotionally engaging Something more motivating than text reminders Something Memorable
NARRATIVE EVIDENCE!
NARRATIVE EVIDENCE!
Transportation works by reducing counter-arguing, creating character liking/connection and increased perception of realism and emotional involvement. Works best when character is relatable- e.g. same age, same ethnicity, same SES etc. Short Narratives as effective as Long Narratives Gender not shown to be influencing Transportation. Loss Aversion Framing (you’ll have bad outcome if you don’t do this) is more powerful and engaging than Gain Framing
NARRATIVE EVIDENCE!TRANSPORTATION THEORY!
“Transportation Theory: The idea that stories can ‘transport’ the viewer to the situation and influence behavior.”!
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CHARACTERISTICS OF COMPELLING CHARACTERS!
A Driving Need, Ambition or Goal A Secret A Contradiction Vulnerability Real-Life Characters Emotional Triggers
DESIGN THINKING!FOR PATIENT ENGAGEMENT!
INTRODUCING !SANTIAGO ALEJANDRO!
THE MAKINGS OF AN ICON!
“People have always needed myths. Simple stories with compelling characters and resonant plots, myths help us make sense of the world. They provide ideals to live by, and they work to resolve life’s most vexing questions. Icons are encapsulated myths. They are powerful because they deliver myths to us in a tangible form, thereby making them more accessible. Icons are valued because, through them, people get to experience powerful myths.”
DOUGLAS B. HOLT Harvard Business School !
SANTIAGO ALEJANDRO!
A TRANS-CONTINENTAL MANIFESTATION!
FINAL PRODUCT!
FINAL PRODUCT!
GOING LIVE!
Project about to be deployed in a large Hispanic Medicare Population in California, in partnership with a large national ACO.
NEXT STEPS!EXPLORING SOCIAL NETWORKS!
USER GENERATED STORIES
EARLY-INFLUENCERS (CELEBRITIES?) SHARE-ABLE, LIKE-ABLE
NEXT STEPS!
Talks on with senior HSPH faculty in the Social & Behavior Sciences and Health Communications Department about a potential RCT to measure the impact. Going Optimistic!
NEXT STEPS!
Maternal Health Project National Scale: US & UK Potentially reach Millions of Mothers.
THANKS!
DR. TRISHAN PANCH MD, MPH
CO-FOUNDER & CMO, WELLFRAME
“We all live in stories, so called grand narratives. Nation is a story. Family is a story. Religion is a story. Community is a story. We all live within and with these narratives.” SALMAN RUSHDIE!
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#THANKS!
