We’ve fused our vast expertise in analytics and quantitative methods with the groundbreaking work of distinguished behavioral scientists such as BJ Fogg, Ph.D. (Stanford University Persuasive Technology Lab) and others from Princeton and Harvard.
A BEHAVIOR MODEL IN PERSUASIVE DESIGN
- Our methodology is based on the understanding that for behavior change to occur, three elements – motivation, ability and trigger – must converge.
- Increasing motivation may not always be the solution. Often increasing ability (making the behavior simpler) is the path for increasing behavior performance.
- Without an appropriate trigger, behavior change will not occur even if both motivation and ability are high.
- Long term behavior change happens either by forming tiny habits or by changing the environment where wanted behaviors are easier to do and unwanted ones harder.
OUR UNDERSTANDING OF HEALTH BEHAVIORS HAS REVEALED THE FOLLOWING INSIGHTS
- Any attempt at driving desired health behaviors must integrate patient behavior profiles in both risk and engagement and draw from a repository of empirically tested “triggers” (communication and incentives) that map to health conditions.
- Risk segmentation is the first step in identifying “triggers” that would nudge the patient towards desired health outcomes.
- However, nudging patients towards desired behavior depends on how actively and continuously engaged patients are in their care process. It depends on the appropriate incentive, applied at the right time and through the right medium that converts a nudge into action.
- There are a small number of critical behaviors that drive non-linear improvement in results and generate a cycle of escalating commitment.