To increase the penetration of cochlear implants amongst children with profound hearing impairment in China within urban, high-income groups. To identify and illuminate the patient behavioural journey and the steps within it. To understand triggers and barriers to conversion and key points of influence on the journey.
Identified the stages of the journey and key psychological inflection points [points of maximum behavioural influence] and within these, the triggers and barriers to conversion.
Defined the type of content consumers seek at different stages of the journey and how to anchor and frame key messages – bringing alive how key touchpoints can influence and drive decision making.
Delivered an activation toolkit focused around five solutions that leveraged key behavioural biases observed in the study. Toolkit is supporting brand positioning and communications development and informing product enhancement ideas.
We identified a 2-step behavioural change model to build public energy and awareness around the issue of gum health and then harness this energy into behavioural action and sustained behavioural change.
Developed a suite of BE inspired nudges and interventions to create desire and motivation to change - using ‘What is your gum age?’ to start societal traction along with an accreditation idea ‘investors in gums’ to enrol DCP’s and build salience in dental surgeries.
Our client showcased the ideas at an industry conference to iterate the nudges and interventions. The work received huge endorsement and is now in the design and test phase.