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.


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

Find out more about what we can do for you. Request a free multichannel consultation with one of our Senior Consultants -

12th June 2014



Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Blue Latitude Health (UK)
140 Aldersgate Street
United Kingdom

Latest content on this profile

Empowered patients: shaking the foundations of healthcare
Precision medicine represents a new paradigm in healthcare.This new approach to treating and preventing disease views the patient holistically, analysing their genes, environment and lifestyle, and using this information to make a more accurate treatment decision. Here we discuss the barriers, opportunities and potential outcomes of the precision medicine era in healthcare.
Blue Latitude Health
A uniquely English genomic medicine service
The UK National Health Service is developing one standardised approach to embedding precision medicine across the whole of England. Blue Latitude Health speaks to Dr Tom Fowler, Deputy Chief Scientist and Director of Public Health at Genomics England, to find out how the NHS is achieving this goal.
Blue Latitude Health
Diagnosing the lag in neuropsychiatric treatments
The number of mental health research programmes in larger drug firms has shrunk by 70% in the past decade. Blue Latitude Health Senior Associate Consultant Sana Rahim explores this drop in investment and explains why developing a market-orientated model is vital for making progress.
Blue Latitude Health
Precision paediatrics: Treating patients with CAR-T
Dr Stuart Adams specialises in using T-cell therapy to treat paediatric patients at Great Ormond Street Hospital. Here, he explains what it was like to develop and deliver a groundbreaking CAR-T therapy for the first patient in Europe, and how the centre of excellence has adapted to make precision medicine a reality
Blue Latitude Health
What does it mean to be an agile organisation
We spoke with Philip Atkinson to learn how healthcare and pharmaceutical companies can rapidly respond to changes in the market.
Blue Latitude Health
Battling breast cancer with precision medicine (Part 2)
Dr Mark Moasser treated breast cancer survivor Laura Holmes-Haddad (interviewed in part one) with an innovative precision medicine, which at the time was yet to be approved. Here he gives his side of the story and explains how industry can help oncologists treat more patients with targeted therapies.
Blue Latitude Health