Better understanding people to design ... - Health Foundation · Better understanding people to...
Transcript of Better understanding people to design ... - Health Foundation · Better understanding people to...
Behavioural insights Better understanding people to design better
quality improvement interventions
March 2018
Contents
• We will outline what behavioural insights can
teach us about how humans behave and make
decisions in everyday life.
• We will explore some promising approaches that
can influence behavioural change
• We will think about how a better understanding of
cognitive biases can help us to better design
quality improvement interventions
• Anything else?
Let’s dream a little …..
What are behavioural insights?
• Behavioural economics, psychology, and
neuroscience
• Understand how humans behave and make
decisions in everyday life
• Behaviour is often influenced by automatic
responses to the environment
• Small targeted changes to the context can lead to
important and impactful changes in behaviour
Policy and practice
• Traditional public policy formulation that are
predicated on the belief that people analyse
information and incentives, and then act in
predictable ways
• Bring about behaviour change through ensuring
that systems align more closely with people’s
automatic and often emotional motivations
• About changing behaviours without changing
minds
Five Year Forward View
“… work will also be
undertaken on behavioural
‘nudge’ type policies in
health care” …. as a way to
accelerate innovation in
delivering care.
From rationality to predictable human
biases
Anchoring
Availability heuristic
Confirmation bias
IKEA effect
Progress bias
Does QI need BI?
Quality improvement
A systematic approach that uses specific techniques
to improve quality
“…. improvement as better patient experience and
outcomes achieved through changing provider
behaviour and organisation through using a
systematic change method and strategies” (Dr John
Øvretveit)
“combination of a ‘change’ (improvement) and a
‘method’ (an approach with appropriate tools), while
paying attention to the context, in order to achieve
better outcomes” (Dr John Øvretveit)
Exercise
Opportunities
MINDSPACE
EAST
What opportunities exist?
Opportunity areas:
• Information redesign;
prompts, cues and
reminders; feedback; and
use of defaults have
potential to change
behaviour of health care
staff
Thank youAny questions, please ask!
www.health.org.uk