The meeting reminded us that changing habits is not as straight forward as assumed, particularly when habits are embedded from early childhood. We know that a single technique may not work for everyone; so it is important to consider the different behaviour change models that exist.
This encouraged us to reflect on our own approach to using behavioural economic models to address our clients’ needs; such as to identify the key triggers for use of a brand amongst HCPs, or to determine how to overcome the barriers preventing patients from using a health intervention. The workshop also inspired us to think about how we can broaden the models we currently use, both in terms of those that influence our market research methods and also those that shape our recommendations and actions. Whilst behaviour change is currently on everyone’s minds, knowing how to use these approaches is key when interpreting the findings in real-world environments, relating to our clients’ challenges. This is not always a straightforward task; however at OPEN Health, we have in-house expertise with a team of chartered health psychologists and market researchers, offering a multi-disciplinary solution.