Syneos Health Introduces New Book, Why We Resist: The Surprising Truths About Motivating Behavior Change
“Motivating people to engage in their health experience starts far before doctor-prescribed therapies – it starts as early as clinical trial design and participation. At
Why We Resist is part behavioral science guidebook and part practical workbook, revealing how insights can activate change among patient segments to improve development, commercialization and adherence solutions. The book debuts to a live audience at the 16th Annual
Nine Principles of Influence
Authors explore Nine Principles of Influence representing the core truths all people have in common. These truths can act as barriers to resist change, yet also have the power to activate change. For each principle, the book details how to move from resistance to activation.
“No matter how compelling the science or how clear the benefit, communications that aren’t grounded in people’s hopes and motivations won’t promote real behavior change,” said Starr. “Incorporating the Nine Principles of Influence into program design enables healthcare stakeholders to identify compelling strategies that spark action.”
Behavioral Science-Based Segmenting
The authors further expand on the Nine Principles by creating custom behavioral solutions designed for diverse audience segments, sharing well-researched personas that evaluate how people look at the world, process information and respond to change. Better understanding these personas allows for the creation of personalized campaigns that keep audiences motivated as they move from awareness to interest, commitment to action, and into resilience.
“In an era of omni-channel communications, we can further segment communications and experiences to get closer to each individual’s source of identity and motivation,” said Householder. “Marrying behavioral science with segmentation allows for the identification of critical conversations and customized pathways, delivering motivating experiences and just-in-time nudges to help people realize the healthcare change they want for themselves.”
Access the Book and Learn More
- Read an excerpt of the book.
- Buy the book: Available on Amazon.
Syneos Healthis donating book proceeds to The STARR Coalition, a charity committed to creating meaningful change in the areas of treatment, advocacy and clinical research with an emphasis on consumer and patient mental health and well-being.
- Hear from the authors: Listen to the latest episode of the
Syneos Healthpodcast or join Kathleen Starr on October 2at Patient Summit USAin Philadelphia for a keynote address ( 9:40 a.m. - 10:00 a.m.) and book workshop ( 2:25 p.m. - 3:35 p.m.).
- Learn more about our behavioral insights solutions: To translate behavioral science into action,
Syneos Healthoffers custom programs and Why We Resist workshops, led by behavioral scientists, providing in-depth perspectives on Principles of Influence and strategies designed to speed brand performance.
About the Authors
Kathleen R. Starr, PhD
Kathleen has been a professor, a clinician, a business leader and now a leading voice for how behavioral science can fuel more powerful, effective healthcare communications and education. Kathleen has developed behavioral interventions with some of the leading brands in healthcare and is working to innovate omni-channel communications programs leveraging behavioral segmentation. She’s learned about people one-on-one as a practicing psychologist and now scales that knowledge through research and ethnography programs that seek to understand the everyday challenges, barriers and joys of life and health.
Leigh began her career creating digital, social and loyalty strategies for Fortune 100 brands. Ten years ago, she made the move to healthcare and never looked back. Leigh was a strategic lead on one of medicine’s biggest launches and has been an important partner to brands working to improve the lives of people fighting both chronic and acute diseases. Today, as part of her innovation work, she interviews and engages people who work on the frontlines of healthcare around the world to both understand and prioritize the shifts facing the industry and the world.
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Source: Syneos Health, Inc.