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

darshan.patel@health.org.uk