MediVet X CHS
ILOs:
Assess and critically evaluate perspectives on decision science and behaviour
Construct and reflect on the opportunities posed by ‘purchase path’ analysis
Develop choice (context) architecture for brands (services / organisations) with optimal success probability;
Apply innovative and new approaches to the development, and articulation, of strategy in marketing communications
Critically appraise the benefits of behavioural economics and context manipulation within communication campaigns.
ILOs:
Overview
The Medivet X CHS brief was provided to us by a member of CHS, with the primary aim of increasing the number of people purchasing the health plan for their pet. The use of Behavioural Economics was crucial to this response, as we were emphasising the need for preventive care plans as it is something that owners can control.
When it comes to marketing healthcare towards pet owners, the use of libertarian paternalism by guiding them to the better choice without removing freedom was crucial - basically nudging them towards preventative care.
"Emergencies feel preventable, rather than avoidable"