1. Digital Behaviour Change
Evidence-based Approaches and
Critical Success Factors
Suzi Bentley Tanner
10 December, 2012
Bupa Private and Confidential 26th September 2011 1

2. There are a large and growing number of web-based, goal-
oriented tools on the market…

3. …as well as a number that focus specifically on encouraging
health behavior change.

4. Mobile technologies are present at key trigger moments, and
also support data entry and management.

5. Although there are many behaviour change tools on the
market, the real question is…are they successful?
It depends how you measure it...

6. How can we define success for behaviour change initiatives?
The ‘holy grail’ is measurable health outcomes
Engagement high
•Sign up/participate
•Assess needs
Short-term
achievement
•Take part in activities
•Utilise tracking/social Ease of
elements measurement
Sustained Change
•Ongoing involvement
•Measurable biometric
or clinical outcomes
low
The challenge in behaviour change is not the initial period of high
motivation, it’s how do you extend that so it actually becomes a lasting change
Bupa Private and Confidential over time. 6

7. There is evidence that digital tools can have a measurable
effect for some people and some interventions.
Emotional/mental health: CCBT
Alcohol consumption
Safer sexual behaviours
Smoking cessation
Increased physical activity
Clinical outcomes
Healthy people engaged in unhealthy
Weight loss behaviour
Intention and self-efficacy Short term effects
BMI Sustained effects
Knowledge and understanding
People with long-term Emotional/mental health:
conditions social networks/personal stories
low Measurable effect of digital tools on behaviour change high
Bupa Private and Confidential Murray, et al. Web-based interventions for behaviour change and self-management: potential, pitfalls and progress. UCL 7

8. Research also suggests that larger effects can be achieved by
incorporating a number of elements into digital tools.
Strong
theoretical Persuasive techniques
foundation (show users the
consequence of their
Credibility,
authority
e.g. Theory of behaviour; normative
pressure)
planned
behaviour
Goal
Tailoring, person Social
setting, action
alisation networking
planning
Human
Perceived
Relevance
effectiveness support and
prompts
Bupa Private and Confidential 8

9. The challenge is how we translate these intangible elements
into success.
It’s not easy. But neither is change.
Bupa Private and Confidential 9