The Immediacy Factor: Shaping Patient Behaviour in Healthcare through Behavioural Science


At this year’s Best Practice Birmingham conference, Nigel Guest, Caja Director will be presenting and inviting the audience to consider why ‘Immediacy’ is a key driver in patient behaviours in relation to access and how a combination of technology, social and cultural influences are increasing expectation on healthcare providers – temporal discounting means we tend to value immediate gains over delayed rewards.

Nigel will outline Caja’s experience of applying Behavioural Science techniques in Primary Care to influence the behaviours of both patients and professionals. He will introduce some basic concepts that provide insights from psychology, economics and sociology that have been proven to deliver tangible results – in some cases the results have been game-changing.

Attendees will hear about some relevant case studies where Behavioural Science has been successfully applied in Primary Care and how the approach has been used ethically.

The session will set out a compelling journey through the nexus of human behaviour and its impact on demand and satisfaction. Attendees will be prompted to reflect on how they communicate and engage with patients and the balance between influencing different behaviours whilst maintaining individual autonomy.

If you’d like to learn more about our work in Primary Care visit our dedicated page:

If you still need to book your tickets to attend you can get them here