Healthcare communication research begs a behavior change
We depend on market research to give us the necessary industry insight so that healthcare brands can get a competitive advantage by creating marketing campaigns and interventions that are more targeted to create certain type of behavior.
Gone are the days of traditional research methods. They are not adequate enough to provide brands, the boost they want.
The challenge is set. Thankfully, we have in-depth information regarding what makes people tick and a point of view that can be applied to an entire program of market research to prompt the desired behavioral outcome- like for e.g. brand loyalty, change, compliance and uptake etc.
Whatever the necessary behavioral shift may be, we can apply a simple model, framework and checklists to enhance the utility of insight and effect of the advised actions on outcomes.
Optimizing Research Design
Behavior shift principles are important at the first step. How market researchers unpick a business issue or a brand challenge needs to put attention on the goal behavioral outcome.
Three questions that need to be asked are – what are particular behavior we are hoping to create or change? What are the present, principal behavioral biases at play? Which behavioral biases could we leverage?
Model for behavior change
Behavioral outcomes – To guarantee actions can be significant you need to start here and work backwards.
Mental processing – To determine current obstacles and drivers of behavior, market research report needs to discover why individuals behave as they do today – which of the 6 crucial biases are at play?
Default – We follow habits and have ingrained behavior pattern
Self-Efficacy: We need to believe we can do something to do it
Loss Aversion: People favor evading losses to obtaining equivalent gains
Affect: Our feelings influences how we think and make decisions
Effort: We are inherently lazy and want to expend minimal energy if we can.
We can afterwards discover what can be done to vanquish or leverage the crucial biases to influence the desired behavioral result.
Once the information is collected, applying a focused behavior change analysis framework [along with traditional measured as apt] is the crucial point. There is no “one size fits all’ method.
The framework is an indication and grounded on customer success criteria took during the research itself. Looking at current behaviors of user’s vs/ non-users can assist to recognize the behavioral prejudices you need to vanquish or those you can more easily leverage.
Focused outputs and interventions
The behavior switch model guides the growth of the most apt [ & most focused] intervention. This process, again is bespoke and grounded upon biases in landscape, play and initiatives scope. A few best tips to keep in mind at this point along with to the analysis output are –
- Re-ascertain the desired behavior you are hoping to change- what is the objective of your intervention?
- Be particular- think about who, what, when, where, why and how?
- Keep your eye on the contextual factors, social norms – when possible use these factors to advantage.
A minutely designed campaign/ intervention can be inadequate if the implementation is not carefully lined up with the design strategy. A huge part of this is appealing all main internal stakeholders so that the route to brand success is mutual with those involved, especially at the coalface.
With tightening budget consideration, we need to be careful not to miss the value of a more targeted approach to communications research. Although taking more investment- especially in terms of time, this has the power to bring greater success in both long and short term goals.