So much of nudging a community into safer actions is about communication and embedding better behaviours efficiently. This session discusses examples from health engagement and wellness studies.
Alison McLean, Head of behavioural research & development, AIA Australia
Moderator: Alex Proimos, Head of institutional content, Conexus Financial
- Almost 90 per cent of Australians die from preventable causes such as heart disease, diabetes and cancer through poor diet, inactivity and smoking, according to the World Health Organisation (WHO).
- The challenge for behavioural scientists is understanding what drives people’s poor habits and empowering them to change.
- AIA’s six-year-old Vitality program has seen a 34 per cent increase in the days members exercised, or 3.6 on average days more a month, by using “loss-framed incentives”.
- Vitality has been working well in the claims space with its Pain Revolution community-based educational program helping chronic pain sufferers and CancerAid, a new six-week coaching program to empower members living with cancer to get greater control over their disease.
- Behavioural scientists are blending their understanding with digital technology to engage better with customers. In particular they’re looking at operational transparency as a window into a business where loyalty and trust is built with customers.