Please login to the form below

Changing behaviour - appealing to the rational and emotional mind

Elisa Del Galdo, Head of Customer Experience here at Blue Latitude, talks about how to understand what motivates your customer and influence their behaviour, prompting a change in behaviour which results in better outcomes for their care, well-being and treatment.


Summary/transcript



Elisa Del Galdo, Head of Customer Experience here at Blue Latitude,  talks about how to understand what motivates your customer and influence their behaviour, prompting a change in behaviour which results in better outcomes for their care, well-being and treatment. 


So, you have a rational and an emotional mind and you need both to make decisions. So, this is really about how so we make decisions about things that we want to do?

We talk about the rational mind being elephant rider. Quite small, fairly insignificant, but the rational mind, and the elephant is the emotional mind and that elephant and the rider are going down a path and they have a momentum down that path. So, that path is the habit. Those are the things that I do over and over again.

The little rider on the top, very rationally thinks, “Well, maybe we should change our path because it’s shorter. So, we should go a different way.” Unfortunately, the emotional elephant isn’t so keen because there’s nothing about that path that’s attractive to them: “Why should I change? Why should I move? I like the path I’m on. I know how it goes.

Now if I want to appeal to the emotional mind and the emotional elephant and I tell them, “Yes, but if we go this other way, there’s really good fruit trees.” So, now the elephant’s interested and they’re off, because I’ve actually appealed to the emotional side of what matters to them.

They’re on their emotional path, change the path, we've got the rider and the elephant all together and then what we’re also looking to do is kind of maintain that path.

In order to get that kind of success and change that behaviour and make people make; influence people to make decisions in the right direction, you need to appeal to both the rational and the emotional.. Just the rational is not good enough.

There’s some things you need to remember when you’re designing around changing behaviour. That change is a process.

Change can take a very long time. Most people who talk about changing behaviour talk about a six-month journey to change behaviour. So, it’s little steps over a long time.

_____________________________________________________________


At Blue Latitude we know all about how you can create better customer experiences for your organisation.
There are 6 rules to follow for better customer experience, download our guide to understanding which key areas Pharma should be focusing on http://blul.at/1anijAC

Find out more about what we can do for you. Request a free multichannel consultation with one of our Senior Consultants - http://blul.at/1hMqiBK

12th June 2014

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

In the precision medicine era, the line between products and services is blurred
Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?
Blue Latitude Health
Understanding COVID-19 and varying responses across the globe
At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.
Blue Latitude Health
Top 5 tips for a multi-indication product launch
Senior Associate Consultant Sana Rahim and Senior Consultant Victoria Clark explain the lessons the team has learned from launching six different indications of an oncology product in an accelerated timeframe.
Blue Latitude Health
If our patients are diverse, why are clinical trials so white?
Despite facing worse health outcomes, minority populations are often left out of clinical trials and miss the opportunity to participate in life-saving research. Associate Consultant Ling Song explores this issue and calls for the pharmaceutical industry to change its approach.
Blue Latitude Health
Engaging physicians during COVID-19
COVID-19 has drastically changed the lives of healthcare professionals. They are emotionally and physically drained and under huge amounts of pressure. They also need pharma’s help. Senior Consultant Pany Koizi outlines five principles for engaging with physicians during the pandemic.
Blue Latitude Health
Fishawack Health adds market access and commercial strategy consultancy Skysis as part of its bold growth plans
Fishawack Health, the global healthcare communications agency, announces the acquisition of Skysis, a boutique consulting firm providing integrated market access and commercial strategy solutions based in the US.
Blue Latitude Health