Date post: | 10-Feb-2017 |
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Healthcare |
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Sapient
Optimized Persuasion:A tool for designers & developersDr. David Nickelson, Director, Digital StrategyRachel Weatherly, Manager, Marketing, Strategy & Analysis
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Persuasion is everywhere.
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Engagement provides the focus and attention needed to build a relationship, strengthen it, and amplify influence.
Relationships are built on engagement, and the stronger the relationship the greater the potential influence and persuasion we have on an audience.
Influence leads to triggering action, affecting behavior, and maintaining compliance.
To persuade, we need influence.
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1. Maps dependencies between Engagement, Relationships, and Influence.
2. Provides a structured, strategic approach to building relationships, gaining influence, and driving action.
3. Overlays two related scientific behavior models with a streamlined, actionable model.
Optimized Persuasion
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Relationships and Engagement
Amplify Influence
Strengthen Relationship
Build Relationship
3 Relationship Phases
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Relationships and Engagement
Maintaining
Acting
Intent
Confident
Desiring
Informed
Aware
Zero State
8 Stages of Engagement
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Optimized Persuasion
Relationships yield influence.Engagement builds relationships.
The right engagement tactic delivered at the right stage of engagement will progress
a relationship to increase influence.But what’s the right tactic for which stage?
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Optimized PersuasionAmplify Influence
Strengthen Relationship
Build Relationship
Info
rmed
Awar
e Desir
ing
Confi
dent Inte
nt Actin
g
Mai
ntai
ning
Zero StateNo RelationshipNo Engagement
ReinforceReward
Call to ActionSupport
Build TrustConnect
EducateAttention
Engagement
Ove
rall
Influ
ence
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Getting to “Better”: 2 Dimensions of Applying the ModelIndividual Behaviors:Change within their daily lives.
“I want to …” Manage my diabetes. Increase my physical
activity. Improve my family’s
eating habits.
The core value is for individual.
Product Interaction:Change related to the use of a product.
“We want users to …” Learn to use the reminder
tool. Use spreadsheets to
create flowcharts. File an online tax return
form.
The core value is for the company.
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• Point A: Know the audience, and how they act
• Point B: Define the desired behavior
• Map the ideal journey from point A to point B
• Map the typical experience
Understanding the Change Journey
Audience
Behavior
��Desired Behavior
Analyze the differences.
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Evaluate
Create
Optimize
How Do We Do It?
1. Assess impact by measuring and analyzing outcomes
2. Tune KPIs3. Recommend
improvements4. Implement
1. Establish desired outcome and behaviors need to get there
2. Profile audience behaviors3. Understand change theory and
which is most applicable to the challenge at hand
4. Develop conceptual model (HLP) with benchmarks/KPIs
1. Deconstruct conceptual model to build behavior plan (MLP)
2. Analyze best use of tactics for solving
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Deliverables
Strategy Application Optimization
• Behavior change process• Research & discovery• Ideal path/Journey map• Actual path/Experience map• Behavior change strategies
• Behavior profiles• Desired behaviors• Audience/Actors• Actions that deliver the
behavior• Behavior model with benchmarks
• Behavior plan• Experience design
• Design• Information Architecture• User Interface design• Best case user journeys
• Product design• Development
• Benchmark Report• Analysis, Insight &
Recommendations/Roadmap• Project Plan• Program Modifications
^Analytics/Feedback Loop Must be built into the pipeline plans
BD/Client Reps, BC (process and strategy)
UX, IA, Visual Designers, Strategists PM, UX, IA, Visual Designers, Strategists
Healthy Living Program AdoptionMapping the Ideal Journey
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Healthy Living Program Adoption
Do you know who we are
and what we do?
Do you know what you
WANT us to do?
• Relatively healthy person going for a doctor’s visit.
• No history of or with diabetes.
• Lifestyle changes will be required to manage the condition.
• Different people will react to a diagnosis differently.
• Taking out the emotional variables, what are the minimum steps needed to get this person to use a Healthy Living Program?
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Healthy Living Program Adoption
Point A Point B ✔ ✔
Info
rmed
Awar
e Desir
ing
Confi
dent Inte
nt Actin
g
Mai
ntai
ning
Zero StateNo RelationshipNo Engagement
Engagement
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ZERO STATE > AWARE > INFORMED > DESIRING ↓Patient has no direct awareness of his illness.
Visit to the doctor’s office prompts a health survey or screening.
Condition is identified via a screening or health incident; patient is aware he has the disease, but not sure what it means for his body and lifestyle and what the benefits of change might be.
Doctor provides unbiased basic information about the disease, especially the need for changes to diet and exercise, and addresses emotional response to new awareness. Introduces idea of tools for managing change.
Patient must determine if the risks and benefits are sufficient motivation; may look for alternatives.
Introduce patient to other similar individuals who have successfully improved diet and fitness to improve health; connect patient to community of similar individuals.
Patient wants to change diet and increase physical activity, but he needs to better understand the tool to do it (motivation now established, looking to increase ability). He’s looking for assurance of successful outcome and support.
Doctor recommends a tool to guide and support patient in starting to exercise and obtain/prepare healthy meals. Doctor and patient’s support network continue to show examples of how similar others have succeeded.
MAINTAINING < ACTING < INTENT < CONFIDENTPatient has successfully implemented the healthy lifestyle program long enough that the action has become a habit. He continues to overcome barriers and is rewarded for progress at varied intervals.
Offer chances for patient to celebrate success; strengthen his confidence to reinforce success; work to establish habit and encourage evangelism.
Patient starts healthy lifestyle program.
Follow-up visits with doctor focus on pinpointing barriers to success and how to reduce them, as well as confirming the right rewards for progress and celebrate. Support network provides support.
Patient is ready to go, just needs a trigger.
Patient is prompted to start lifestyle change program – may come in the form of a kickoff email or mobile push notification, perhaps a call from a nurse.
Patient explores the recommended tool. He is now really evaluating motivation and ability (gut check), and trying to adapt to his new reality.
Health Care Provider and/or tool helps patient set short-term and long-term goals, establish personal rewards, and share with his support network. Assure patient of health benefits of change. Engage family and friends to encourage.
PBC Healthy Living ProgramAuditing an Experience
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PBC Healthy Living Program
How many of you have heard of this benefit for Sapient
employees?
How many are participating?
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Earn $300 in your paycheck by participating.• $125- Take the Personal Health
Assessment• $175- Complete follow-up tasks
Available to Sapient employees as part of the Publicis Benefits Center.
Accessible from the Sapient People Portal, as well as directly on the Publicis Benefits Center website.
PBC Healthy Living Program
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Typical Experience vs. Ideal Journey
Trigger Enroll Participate
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Typical Experience vs. Ideal Journey
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Typical Experience vs. Ideal Journey• Direct awareness to the opportunity, clearly communicating the benefits.
• Send reminders before deadlines.
• Direct attention to the benefits of participating and how to get started.
• Reduce barriers and friction by providing the most direct route possible to program details and enrollment.
• Establish authenticity by including company branding on white label programs on external sites, or at a minimum, let users know they will be taken to an external site.
• Set expectations for the time and attention the process requires.
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Typical Experience vs. Ideal Journey
• Reduce barriers and friction by removing technical issues or warning users up front that pop-up blockers should be disabled.
• Create a clear path that outlines the required steps and letís users know how far along the process they are.
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Typical Experience vs. Ideal Journey• Set expectations and deliver on
those expectations to trigger positive emotions and build trust.
• Create opportunities for individual or team competition to encourage participation.
• Reduce barriers and friction by giving users a clear understanding of whatís required in next steps.
• Provide opportunity for feedback and questions.
• Provide opportunities for social action between employees.
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Vox group: https://vox.sapient.com/groups/behavior-change• New White Paper• Weekly Email
Insights Article
Join Us!• Project Review • Proposal Templates
What’s Next for Optimized Persuasion?
Questions?David [email protected]
Rachel [email protected]
Visit the Vox group at https://vox.sapient.com/groups/behavior-change