The Irony of Behavior Modification
Being that a lot of our customers are companies that sell products and services to patients/consumers, the idea of “behavior modification” tends to come up a lot. I was in a meeting today where this very notion was discussed extensively. While seemingly selfish (drive product sales), it’s interestingly altruistic. At the end of the day, our customers are creating products that treat painful diseases or even prevent them from occurring. The more we can help our customers drive patient behavior modification, the better patient’s diseases will be managed or treated. I have to say, it feels great to be part of something that helps make that happen.
Because of the many “ancillary benefits” that come with driving behavior modification, we spend a lot of time thinking about how our products can make it easier for our customers to drive changes in behavior with their consumer base.
The irony here, is that we don’t spend as much time thinking about it in those terms, the way we really should. At the end of the day, we’re trying to do the same thing they are – change behavior so it enhances the consumer experience and eventually the [company’s revenue] outcome. In our case, we want to show marketers a new world where data is accessible on the desktop, easy to take action on, and instantaneously useful in garnering critical business insight. It doesn’t seem that it’s something any of us (even non-marketers) are necessarily used to, so this is going to be a new kind of behavior modification from the get go. Of course we’ve got to come up with the right behavior modification of our own – but continue to do so in a way that does not disrupt workflow or dramatically change the way things are done today. Unless of course, it’s perfectly convenient. By focusing on the user experience we are helping to drive behavior changes, but really the results of campaigns run through our system will have to speak for themselves.
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