Insights

Applying behavior design
to improve life science

In many ways the principles of behaviour design are just “common sense”.

 

Human beings are often extremely time poor and are essentially lazy. The easier something is to do the more likely they are to do it. 

 

The benefit of doing something drives motivation. The greater the benefit or need the more likely someone will do it.

 

Being able to perform a task at the moment of need is the final step in creating a behavior or action.

 

The impact of digital has helped in many aspects of our lives. Yet in healthcare the impact has generally been the opposite.

 

Innumerable websites and apps have been layered over a body of exponentially growing knowledge and information leading to digital overload and clutter. They contain material with different levels of value - but the behaviors often fail because it is too hard to do, value is limited or support is inaccessible at the moment of need.

 

Interact looked at this from the perspective of time poor healthcare professionals and their patients. In the treatment supply chain how could we apply digital technology to make things easier to do, or enhance value and make more accessible when needed. This analysis and design principles were incorporated into our solution.

The Interact Technology Group model 

Understand
users needs

+

Apply behavior
science

+

Leverage
Technology

The Clinician

The need

Clinicians

Situation

Specialist clinicians work across multiple locations with a purpose of optimally treating patients within the time limitation of their intense working day. They are burdened by an exponentially growing body of complex information and knowledge AND the extra payer administration treatment requirements required to justify reimbursement. 

Goals

  • Keep up to Date

  • Save time

  • improve patient care

The solution

Clinicians

+ Simplify

  • Centralise resources

  • Personalise relevant to “me”

  • Control of secure, trusted connections 

+ Value

  • Single stop go to place for support

  • Use digital to automate, educate and easily locate

  • Improve access to valued contributors 

+ Moment

  • Notify and draw attention to change 

  • Consolidated news 

  • Multi device and offline access

The Patient

The need

Patients

Situation

Patients suffering from serious and chronic diseases want to optimise their treatments. They, or their care givers, often go to Dr Google for research. They want access to trusted disease information and. once in the treatment phase, have access to adherence and treatment monitoring support. 

Goals

  • Trusted disease information

  • Adherence support

  • Monitor treatment

The solution

Patients

+ Simplify

  • Connect at the point of care 

  • Centralise trusted education and support

  • Relevant to my disease and treatment 

+ Value

  • Single stop go to place for support

  • Easy access to digital apps to support and monitor

  • Improve adherence

+ Moment

  • Connect at the point of care 

  • Notify of reminders 

  • Multi device and offline access