E29 NHS Focus - 3 ways to ease pressures
In this episode, we look at 3 ways you can use behavioural science to help ease NHS pressures.
‘Long waits for emergency care, previously only seen in the depths of winter, are now commonplace. In April, more than 24,000 people waited more than 12 hours to be admitted to hospital from A&E – a more than 45-fold increase compared to a year ago.” April 2022, Siva Anandaciva, Chief Analyst at The King’s Fund
Tip one. Don’t talk to your patients
When we are in a state of emergency behavioural science tells us that our evolutionary survival defaults and social norms will kick in. This is called System 1 and it is where our subconscious will drive our default decisions. And in our society, for so long our default norm, when faced with a medical emergency, has been to contact 999 or go to the Accident & Emergency department.
So the question is - can we reset that social norm?
Can we influence people to reset their automatic choices so that when with they need to make a health service decision they choose the best service for their needs and not automatically A&E?This means we need to communicate with patients outside of health settings - in other words - not only as patients but as people going about their everyday lives.
Public Health prevention messaging has always been upstream and now with the emergence of the newly formed Integrated Care Services, there is the opportunity for NHS health messaging to shift beyond the patient and talk to people.
This episode shares two examples 'Help Us Help You' as an NHS prevention campaign and 'Listen to Your Gut' as an example of a more upstream prevention campaign.
Tip two: Remove all uncertainty
The gods of behavioural science are used to illustrate how they reduce uncertainty in their homepage design and copy and I share how when running behavioural deep dives one key insight was people's uncertainty around diagnosing and treating health concerns.
Tip three: Use social proof to remove uncertainty
When we are uncertain we look around for social proof. We want to be part of the group and we will look for social proof to guide us in our decision-making and choices. Fitting in was once essential to our survival and our evolutionary code can still demand that of us. That’s why social proof, case studies, testimonials and stories are so important. Social proof is closely linked to the 'Band-wagon' effect.
AHA moments 💡🧠
1. Ensure your upstream prevention work is still clearly aligned with strategic goals of easing pressures.
2. In behavioural science we talk about the barriers a lot - understanding our audience so we can reduce them. In this context - we must understand what is making them uncertain. Why are they hesitating to call 111. Without addressing this head-on all the marketing is pure noise.
3. Plan strategically Integrated Care Services are a unique opportunity for change communications.
NHS Bootcamp on Wednesday 6th July
Join as a Team or at the next Bootcamp to get this stuff nailed!
Wednesday 6th July - NHS pressures
“A really fun, interactive, and informative day which provided a wealth of information in a short space of time. Well worth making space in your diary for this course."
Sarah, Head of Communications NHS
"A really interesting course for anyone who is either at the start of their comms career, or is looking to build upon their knowledge and practice. Ruth was down to earth, friendly and extremely knowledgeable, without being intimidating."
Laura, Head of Communications & Engagement, NHS