Persuasion tactics: Positive messaging and active commitments

I enjoyed reading this paper on the tactics the Influence at Work team used to reduce missed appointments in the NHS.

Methods used include:

Social proof

• Putting up positive messages of how many people had attended appointments in the surgery, thereby reinforcing the desired behaviour. Instead of the previous practice of highlighting number of missed appointments. The latter increased Did Not Attends (DNAs).

Active commitments

• Getting people to commit to contact the practice by answering ‘yes’ to the question: “Will you please call us if you need to change or cancel your booking?” This worked because “People generally prefer to live up to their commitments, especially those that are voluntary and require active involvement.”
• Asking the patients to repeat back the time and date of their appointment before ending the call.

Written commitments

• Asking the patients to write down the appointment details instead of the nurse doing it for them. Active participation gives better outcomes.

Full citation:

Martin SJ, Bassi S, Dunbar-Rees R. Commitments, norms and custard creams - a social influence approach to reducing did not attends (DNAs). J R Soc Med. 2012 Mar;105(3):101-4. doi: 10.1258/jrsm.2011.110250. Epub 2012 Mar 8. PMID: 22408079; PMCID: PMC3308641. Accessed 16th November 2022.

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