A NE W MO DE L TO DR I V E B E H AVIO UR CH ANG E
A simple change in perspective can shift how people view the world
Healthcare faces a
The population is ageing and the number of people suffering from chronic disease is continuously rising. This is overwhelming healthcare budgets. Soon society simply wonâ€™t be able to cope. The pharma industry has a responsibility to act This perfect storm is our trigger to change. We need to shift the focus from solely engaging with patients to influencing more positive behaviours Creating value for patients goes beyond enhancing their experience to actively promoting better health choices. Ultimately, this will lead to better health outcomes
â€œUltimately the aim is for someone to do somethingâ€? - Mike Hall
Whether that’s convincing a patient to adhere to medication or persuading a doctor to prescribe it in the first place, we are in the business of change But challenges exist. As a species we are resistant to change, even if we recognize it’s for our own good. The pharma industry has an opportunity to influence change through our interactions and communications
ISN’T IT TIME TO CHANGE?
Frame helps us advise you on how to market desirable behaviours
Frame is our innovative model to help you drive change
It is a structured way of research informed by the latest thinking in social and brain science
It helps identify opportunities to influence what your customers See, Feel, Think and Do It guides the development of interventions to create behavioural change
MAKE IT MORE PREVALENT
MAKE IT MORE DOABLE
MAKE IT MORE “ME”
MAKE IT MORE ADVANTAGEOUS
Frame helps us understand why people behave the way they do, leaving us better placed to exert influence by framing behaviours differently Based on key principles
Engage Different communications work in different ways
Brand Response to brands is what matters
Social Cultural and social context are the primary influences on peopleâ€™s behaviour
Instinctive, unconscious emotion is the most powerful response to brands and communications
STRATEGIES TO FRAME
We are social animals
We are self-referenced
What we do is highly
We relate to behaviours that
influenced by what we SEE
we FEEL reflect who we are,
others around us doing,
and how we want to be seen
and the meaning we attach to those behaviours
Make the behaviour more prevalent
Make it more â€˜meâ€™
We like to think we are rational
We look for easy options We need to see the
We need to THINK that the
behaviour as something we
benefits of a behaviour
can easily DO
outweigh the costs
Make it more advantageous
Make it more doable
FRAME Our Frame model and process is designed to investigate patient and prescriber (or healthcare professional) behaviour, structure intervention experiments and create behavioural impact
What do we want people to do?
What do people actually do?
What factors could unlock change?
Whose behaviour do we want to change?
Why do people do what they do to start with?
When do we want their behaviour to change?
What do people See, Feel, Think and Do, and how can we impact this?
What do we want people to See, Feel, Think and Do?
Why donâ€™t people change now?
How can we frame the desired behaviours? Who is best placed to promote change?
Why would we encourage people to change their behaviour?
Start with the
in mind 15
INITIATE While it might seem obvious, how often do we start with a clear end in mind? Too often we’re not sufficiently clear about the behavioural ambition we’re trying to achieve. Ultimately the aim is for someone to do something. So we ask, what is it we want our customers to do? Which of our customers’ specific behaviours are most likely to impact on our overarching behavioural goal?
DEEP DIVE to understand what
influences how people SEE, FEEL, THINK and DO
INVESTIGATE Once the behavioural ambition is stated, we need to understand the influences on it. It is not all about conscious, rational decision-making. Frame allows us to unpack the spectrum of influences on behaviour, enabling us to identify interventions to change them
To persuade people to change behaviour, we need to experience the world through their eyes
Using psychological techniques to surface unconscious thoughts and feelings in our face-toface investigations
Using the unobtrusive power of selfethnography in the moments that matter, when and where they happen
Using observational, immersive approaches to watch what people do, as much as listening to what they say they do
Using social discourse analysis to understand the frame of reference in which the disease exists, and identify the narrative that gives it meaning
We need to be brave in translating these insights into interventions and communications strategies, to fully leverage this deeper understanding, and truly inspire behavioural change Different perspectives must be integrated to help turn these insights into actions. We work with you, your customers and behavioural experts to immerse ourselves in the findings and generate ideas for change
How we do it
Primary research, involving a variety of methodologies among healthcare practitioners and patients, to dive deep into the issues at play
Feed the findings into a workshop â€“ a mix of relevant participants, e.g. HCPs, researchers, patient advocates, academics and psychologists
BEHAVIOURS & HYPOTHESES
The workshop results in a range of hypotheses to help explain the problem. Ideas relating to behavioural interventions can then be developed to address the overriding goals
We apply a behavioural economic lens to the development of interventions to inspire desired behaviours
Key benefits of
FRAME IN PHARMA MARKETING
PROMOTING PATIENT ADHERENCE How can we encourage people to stick with their commitments to their disease management?
UNLOCKING THE KEYS TO BREAKING EXISTING HABITS & BEHAVIOURS How can we unlock barriers to decisionmaking and inspire changes in behaviour?
EFFECTIVE INFLUENCE THROUGH COMMUNICATIONS Which buttons can we press to trigger the desired emotions and action through our communications strategy?