Transcript Pricing Health Behavior Interventions to Promote Adoption

Pricing Health Behavior
Interventions to Promote Adoption
Lessons from the Marketing and Business Literature
Kurt M. Ribisl, PhD
Jennifer Leeman, DrPH
Allison M. Glasser, MPH
April 16th, 2014
Presentation to CPCRN Steering Committee
*Based on an article in press in the American Journal of Preventative Medicine
Why are interventions adopted?
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Scientific evidence
Colleagues use it
Ease of implementation
State Health Department priorities
Presence of adequate staffing
Cost
Supportive state legislature
Availability of adequate resources
1. Baker, E. A., Brownson, R. C., Dreisinger, M., McIntosh, L. D., & Karamehic-Muratovic, A. (2009). Examining the role of training in evidence-based public health: a
qualitative study. Health promotion practice, 10(3), 342-348.
2. Brownson RC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health
departments. Am J Prev Med 2007;33(1S):S66–S78.
#1 Reason
“Availability of adequate resources”
1. Brownson RC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health
departments. Am J Prev Med 2007;33(1S):S66–S78.
Lean Movement
1. Wilson, L. (2009). How to implement lean manufacturing. McGraw Hill Professional.
2. "Lean Manufacturing Approach Increases Total Depot Repair Capabilities by 267%."The Wall Street Journal. Dow Jones & Company, 11 June 2013.
3. Wickramasinghe, N., Al-Hakim, L., Gonzalez, C., & Tan, J. (2014). Lean thinking for healthcare. Springer New York..
Researchers Ask You About Your:
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Intentions to use EBIs
Attitudes about evidence
Sources of information
Demographics
BUT NOT YOUR BUDGET!
Alternative Approaches To Value Creation:
Product Led:
PRODUCT OR
INTERVENTION
COST
PRICE
VALUE
CUSTOMER
PRICE
COST
PRODUCT OR
INTERVENTION
Customer Led:
CUSTOMER
VALUE
Approaches to Price Setting:
1. Cost
2. Based on competitors
3. Based on value
Methods for Price Setting:
1. Field Tests
2. Surveys
Quirky.com
Quirky.com Process
1. Product Evaluation
2. Engineering
3. Pricing
Production Cost
Gap
Value
Purchase Probability Curve
(adapted from Nagle et al., 2011)
1. Nagle T, Hogan J, Zale J. The strategy and tactics of pricing: a guide to growing more profitably. 5 ed. Upper Saddle River, New Jersey: Prentice Hall; 2011.
Proposed Solutions For Fixing The Disconnect Between
Practitioners And Researchers
Status quo Practitioners
Proposed solution for researchers
Have limited budgets, staffing, and other
resources
Engage in customer research to identify
the resources available to practitioners
and their willingness to pay for EBIs
Need EBIs that are easy to adapt to the
local context and
Design EBIs to be lean and maximize
reach implement in practice
Need to know the costs of using an EBI
Collect data on the costs of adapting,
implementing, and delivering EBIs
Proposed Solutions For Fixing The Disconnect Between
Researchers And Academic Institutions/Funders
Status quo Researchers
Proposed solution for academic
institutions/funders
Are rewarded with publications, grants,
and promotions for developing maximally
effective EBIs regardless of EBI cost,
staffing resources, or implementation
feasibility
Reward based on work contributing to all
phases of the research spectrum: initial
discovery, refinement, further
development, and delivery to practice
Have few incentives to develop EBIs that
meet practitioner needs and become
widely adopted
Give priority to proposals that design
interventions with scalability in mind
Have limited information about
practitioners’ resource constraints
Fund customer research to understand
end user budgets and resources, including
buy-response studies
3 Ideas for CPCRN
1. Survey local and state practitioners on their
discretionary budget and importance of
costs/resources for EBIs
2. Survey practitioners (e.g., 2-1-1, FQHC) on
willingness to pay for ≈5 EBIs
3. Take selection of EBI’s from RTIPs and assess
target audience willingness to pay