Sometime last year, we’d run a series of posts on the topic on dealing with the challenge of ‘need, but don’t want’ in the health and wellness domain – you can read the posts in the series here, here, here and here. These discussed the problem of physiological (and often, medical) need for the product, but no desire to buy from the consumer; it’s a topic that we keep thinking about and researching ourselves, while keeping our eyes peeled for information on this topic from other sources.
As we mentioned in one of these posts :
In the healthcare space, while it’s tempting to say that there is the tangible benefit of getting better and that should matter to patients, the basic issue is that all the ill-effects of ailments such as diabetes, high cholesterol or BP are typically not evident immediately, thus, the benefit of taking medication regularly and of making other lifestyle modifications is unclear to many patients. Habit change is always hard, when the reward for it is nebulous and indeterminate, it only becomes more so.
Recently, thanks to my friends R & G, I came across this TED Talk that threw more light on this subject and I just had to share it with readers of this blog. In a nutshell, the speaker says that giving people medical information in a form that they can comprehend and that helps them see the way ahead to better outcomes, can actually boost their motivation to do something to achieve those outcomes.
A few sentences from the transcript of the talk are reproduced below to whet your appetite, hope you actually watch the entire video after reading these.
You’re looking at things where people are actually given information, and they’re not following through with it. It’s a problem that manifests itself in diabetes, obesity, many forms of heart disease, even some forms of cancer- when you think of smoking. Those are all behaviours where people know what they’re supposed to do. They know what they’re supposed to be doing, but they’re not doing it.
But for as much as clinical medicine agonises over behaviour change, there’s not a lot of work done in terms of trying to fix that problem. So the crux of it comes down to this notion of decision-making – giving people information in a form that doesn’t just educate them or inform them, but actually leads them to make better decisions, better choices in their lives.
- Zenobia Driver