Pricing Health Behavior Interventions to Promote
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Kurt M. Ribisl , PhD Jennifer Leeman , DrPH Allison M. Glasser , MPH April 16 th , 2014 PowerPoint PPT Presentation


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Pricing Health Behavior Interventions to Promote Adoption Lessons from the Marketing and Business Literature. Kurt M. Ribisl , PhD Jennifer Leeman , DrPH Allison M. Glasser , MPH April 16 th , 2014 Presentation to CPCRN Steering Committee.

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Kurt M. Ribisl , PhD Jennifer Leeman , DrPH Allison M. Glasser , MPH April 16 th , 2014

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Kurt m ribisl phd jennifer leeman drph allison m glasser mph april 16 th 2014

Pricing Health Behavior Interventions to Promote Adoption Lessons from the Marketing and Business Literature

Kurt M. Ribisl, PhD

Jennifer Leeman, DrPH

Allison M. Glasser, MPH

April 16th, 2014

Presentation to CPCRN Steering Committee

*Based on an article in press in the American Journal of Preventative Medicine


Why are interventions adopted

Why are interventions adopted?

  • Scientific evidence

  • Colleagues use it

  • Ease of implementation

  • State Health Department priorities

  • Presence of adequate staffing

  • Cost

  • Supportive state legislature

  • Availability of adequate resources

1. Baker, E. A., Brownson, R. C., Dreisinger, M., McIntosh, L. D., & Karamehic-Muratovic, A. (2009). Examining the role of training in evidence-based public health: a qualitative study. Health promotion practice, 10(3), 342-348.

2. BrownsonRC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health departments. Am J Prev Med 2007;33(1S):S66–S78.


1 reason

#1 Reason

“Availability of adequate resources”

1. BrownsonRC, Ballew P, Dieffenderfer B, et al. Evidence-based interventions to promote physical activity: what contributes to dissemination by state health departments. Am J Prev Med 2007;33(1S):S66–S78.


Lean movement

Lean Movement

1. Wilson, L. (2009). How to implement lean manufacturing. McGraw Hill Professional.

2. "Lean Manufacturing Approach Increases Total Depot Repair Capabilities by 267%."The Wall Street Journal. Dow Jones & Company, 11 June 2013.

3. Wickramasinghe, N., Al-Hakim, L., Gonzalez, C., & Tan, J. (2014). Lean thinking for healthcare. Springer New York..


Researchers ask you about your

Researchers Ask You About Your:

  • Intentions to use EBIs

  • Attitudes about evidence

  • Sources of information

  • Demographics

BUT NOT YOUR BUDGET!


Alternative approaches to value creation

Alternative Approaches To Value Creation:

Product Led:

PRODUCT OR INTERVENTION

CUSTOMER

VALUE

PRICE

COST

PRODUCT OR INTERVENTION

COST

PRICE

VALUE

CUSTOMER

Customer Led:


Approaches to price setting

Approaches to Price Setting:

  • Cost

  • Based on competitors

  • Based on value

Methods for Price Setting:

  • Field Tests

  • Surveys


Quirky com

Quirky.com


Quirky com process

Quirky.com Process

  • Product Evaluation

  • Engineering

  • Pricing

Gap

Value

Production Cost


Purchase probability curve adapted from nagle et al 2011

Purchase Probability Curve (adapted from Nagle et al., 2011)

1. Nagle T, Hogan J, Zale J. The strategy and tactics of pricing: a guide to growing more profitably. 5 ed. Upper Saddle River, New Jersey: Prentice Hall; 2011.


Proposed solutions for fixing the disconnect between practitioners and researchers

Proposed Solutions For Fixing The Disconnect Between Practitioners And Researchers


Proposed solutions for fixing the disconnect between researchers and academic institutions funders

Proposed Solutions For Fixing The Disconnect Between Researchers And Academic Institutions/Funders


3 ideas for cpcrn

3 Ideas for CPCRN

  • Survey local and state practitioners on their discretionary budget and importance of costs/resources for EBIs

  • Survey practitioners (e.g., 2-1-1, FQHC) on willingness to pay for ≈5 EBIs

  • Take selection of EBI’s from RTIPs and assess target audience willingness to pay


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