Since the pandemic, there have been almost 7,000 fewer urgent cancer referrals, and over 440 fewer cancers diagnosed in South Yorkshire and Bassetlaw. Using the evidence and insight from applying Behavioural Science approach to Increase cervical screening we are extending this work to improve early diagnosis outcomes in the areas most affected.
Behavioural Science based on the study of “human habits, actions and intentions” spans the fields of psychology, HR, economics and organisational behaviour. It recognises that traditional approaches such as educating or informing people don’t work as well as we previously thought and incorporates a much wider set of factors – for example:
1. People are heavily influenced by who communicates information – you are Doctors and Nurses
who have authority, trust and respect (MESSENGER)
2. People are strongly influenced by what others do (NORMS)
3. People respond to incentives in terms of what they will gain and more importantly lose
4. People respond to what feels novel or relevant to them (SALIENCE)
5. People act in ways that make them feel better about themselves (EGO)
Watch the introudction to Behavioural Science video as a taster to behavioural science concepts Click here
Working with the Behavioural Science experts in Caja and those working across cancer pathways including Voluntary and Charity organisations, Primary care and Cancer services in hospitals a toolkit of nudge interventions is developed. The toolkit includes
Please click on the below link to access the toolkit.
An example of a developed VCSE and primary care nudge resources are below. Click on the below link to access the assets.
Behavioural Science Nudges: How-To Guides
These How-To guides detail the process and design of the intervention, the evidence behind it, and the possible barriers. They also explain how best to apply the nudges and how to measure their effect.
Nudge One: Act Now Toolkit
Nudge Two: Appointment Reminder
Nudge Three: Proactive Help To Book
Nudge Four: GP Visual Cue
Nudge Five: Referral Toolkit
Nudge Six: Appointment Letters and Reminders
Nudge Seven: Sticky Conversations
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