Using behavioural science to start a global revolution in oral healthcare
Oral health is in a worse state than ever in human history. Our client wants to take a brand agnostic role in improving the oral health of the world. To start with focusing on gum disease / gingivitis – often not understood or acted on.
TBA Approach.
Literature immersion, BE Lens Review of existing knowledge and stakeholder interviews.
Behavioural hypotheses workshop to build triggers, barriers and ways to nudge behaviour.
Patient and DHCP behavioural deep-dive (UK / US) longitudinal and in-home & in-practice immersions.
Activation workshop to share findings and develop behavioural strategy.
Dissemination across professional bodies.
Behavioural Insights, Interventions & Impact.
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.