Case Studies
Cochlear Implants
Using Behavioural Science to improve conversion to receiving cochlear implants
The challenge
Our client sought to increase the adoption of cochlear implants among children with profound hearing impairment in urban, high-income areas of China. The objective was to map the patient’s behavioural journey, identifying triggers and barriers to conversion and pinpointing key moments of influence.
The solution
We conducted a multifaceted research programme to understand the socio-cultural context and emotional landscape of stakeholders. This included expert interviews with charities, campaigners, and academics to explore the broader challenges of hearing impairment. We also engaged rehabilitation specialists, ENT doctors, surgeons, and audiologists to gain insights into children's needs and parents' emotional considerations. Additionally, in-depth consultations with parents, cochlear implant recipients, and candidates helped us map the end-to-end journey, revealing behavioural biases, key influencers, and critical decision-making factors.
The impact
Our research identified key psychological inflection points—moments of maximum behavioural influence—along the patient journey. We uncovered specific triggers and barriers to conversion and defined the type of content required at different stages. By strategically framing and anchoring key messages, we illustrated how to optimise critical touchpoints to drive decision-making. We delivered an activation toolkit featuring five tailored solutions that leveraged observed behavioural biases, supporting brand positioning, communication development, and product enhancement initiatives.