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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 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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  1. 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

  2. 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.

  3. #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.

  4. 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..

  5. Researchers Ask You About Your: • Intentions to use EBIs • Attitudes about evidence • Sources of information • Demographics BUT NOT YOUR BUDGET!

  6. Alternative Approaches To Value Creation: Product Led: PRODUCT OR INTERVENTION CUSTOMER VALUE PRICE COST PRODUCT OR INTERVENTION COST PRICE VALUE CUSTOMER Customer Led:

  7. Approaches to Price Setting: • Cost • Based on competitors • Based on value Methods for Price Setting: • Field Tests • Surveys

  8. Quirky.com

  9. Quirky.com Process • Product Evaluation • Engineering • Pricing Gap Value Production Cost

  10. 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.

  11. Proposed Solutions For Fixing The Disconnect Between Practitioners And Researchers

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

  13. 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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