It’s easy to assume that simply knowing what is good for us will lead to action. If we are aware that regular physical activity and healthy eating can benefit our health, shouldn’t that knowledge be enough to motivate change? Unfortunately, the answer is no. If it were that straightforward, informational campaigns would be all we would need to see widespread improvements in population health.
A study of a large sample of adults shows that nearly 99.6% of study participants agreed that physical activity benefits their health, which supports the general understanding that people know exercise is good for them. But how many people meet the recommended physical activity guidelines in the U.S.? The number is surprisingly low. According to the CDC, only 28% of Americans reach physical activity guidelines.
This data represents a behavior that has implications well beyond physical activity. It represents the “knowledge-action gap,” or “intention-action gap,” a phenomenon seen across healthcare and beyond where knowledge doesn’t lead to action. We all know it, we all have the best intentions, but only some of us make it through!
What is the intention-action gap?
One theory that helps explain this concept is the Theory of Planned Behavior (TPB) developed by Icek Ajzen.
According to TPB, simply having the intention to act isn’t enough to ensure we follow through. Our intentions, and ultimately our behavior, are influenced by several factors: our attitudes toward the behavior, the social pressures we perceive, and our sense of control over performing the behavior.
For instance, even if we know that exercise is good for us and genuinely want to become more active, other influences can hold us back. We might have a negative attitude toward working out, thinking, “Exercise is too hard for me” or “I don’t like sweating or feeling uncomfortable.”
Our perceived behavioral control (which is very similar to self-efficacy and self-confidence) might not be robust. It is possible that we have never been to a gym or have not experienced exercising before, so we feel that starting this new habit would be daunting.
And then comes the social norm. People around us such as family and friends might not be following an active lifestyle, so our subjective norm would not easily lean towards an active lifestyle.
These mental barriers can be significant hurdles in healthy outcomes, especially when combined with physical or financial barriers to good health.
Create engagement while addressing the intention-action gap
Addressing the intention-action gap often requires strategies beyond information dissemination such as helping people shape a more positive attitude, helping people reframe their thoughts (cognitive restructuring), offering social support, boosting self-efficacy and providing incentives to encourage lasting behavior change.
Let’s look at a couple of examples on how to create engagement:
Inject emotions to your communication
Emotions play a key role in our decision-making processes. That’s why it’s important to craft messages that resonate emotionally, not just deliver information.
Consider this scenario: A member is due for a breast cancer screening. She’s a single mom, juggling a demanding job and caring for her child, with little time for herself. Instead of sending a generic reminder like, “You are due for your screening. Remember to complete your screening to help with early detection,” we can create a message that speaks to her emotions and personal situation. For example: “Getting screened gives you peace of mind and shows your loved ones how much you care. Early detection means more moments together.”
By tailoring messages to the unique circumstances and emotions of everyone (using personas based on member data), you can make the communication more relatable and impactful, increasing the likelihood of changing attitudes and, ultimately, the behavior.
Use pictures and other media to your advantage
Visual cues matter. Using images of people engaging in healthy behaviors can make the desired action feel more attainable and appealing. It can also provide feelings of social support. Colors and pictures don’t just decorate a message; they help people envision themselves succeeding, which boosts motivation. This could mean showing illustrated step-by-step guides to make a task feel more approachable, or using photos that reflect a person’s race, ethnicity, or values, such as quality family time.
So, next time you send a message to a member, see if you can create a relevant and powerful visual that accompanies the message.
The importance of checking in after action
Health plans are good at sending reminders, but then often fall short of follow-ups after the action is completed. Engagement processes shouldn’t end once the member completes the action whether it’s a screening, vaccination, completing an annual provider visit or even completing a survey. Plans need to give members a chance to self-acknowledge that they completed the task and send them positive reinforcement messages or even external rewards to reinforce their self-efficacy. Remember, your role doesn’t stop once the action is completed. These members are on a long journey toward better health, and we can boost their self-efficacy and confidence in taking healthy actions in the years to come.
Get started
Healthmine’s member-facing communication increasingly scales emotion-driven messaging as we get to know your members better based on their behavior. We will incorporate messaging for the single parent who needs a nudge to prioritize their own health, the person of color who doesn’t see themselves represented, and the nervous patient who needs to know what to expect to feel comfortable making an appointment.
This behavior- and persona-driven strategy closes more care gaps and faster, especially as your members re-enroll each year. Find out how we can help you improve performance. Calculate your ROI potential with our cost savings calculator.
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