Guiding cultural change initiatives
Five major Australian hospitals were aiming to improve engagement with Health Care Workers. Gooroo was leveraged to develop effective communications and culture change strategies.
Gooroo assisted with:
Individual Mindspace assessments, Culture change initiatives, Targeted communication strategies, Reporting and analysis
Gooroo was adopted in a large study to identify sources of resistance amongst health care workers to handwashing as a critical preventive intervention. We worked by identifying the social, cultural, economic and behavioural factors—often referred to as ‘mindset’—that influence peoples’ choices, and ultimately determines the success or failure of a culture change initiative.
Despite culture change initiatives to improve infection prevention (e.g. improving hand hygiene), uptake was suboptimal among health care workers, and doctors were known to be sceptical about guidelines generally.
Within the health care sector there are significant socioeconomic, cultural and educational differences. These differences determine employee attitudes, work habits and approach to change; and may have an important impact on behaviour change and the success of cultural change initiatives.
The Gooroo platform was used to construct meaning between decision-making patterns, personal motivations, habits of mind, and levels of innovation, creativity and entrepreneurism.
Health care workers were assessed based on their employment category. While previous studies had identified differences in behaviour, guideline adoption and beliefs between doctors, nurses and other staff, they had not linked culture change guidelines adherence to personality determinants.
The Gooroo findings suggested that overall, Australian health care workers showed greater individualism and cynicism about advertising messages in comparison to the general population, and that different categories of health care workers showed personality differences which indicated the need for more targeted culture change strategies.
Based on the profiles derived from the study, suggested key intervention messages and marketing tag lines for each of the infection control initiatives outlined
Provided a generic ’blueprint’ of optimal approaches to improve uptake of culture change initiatives
Enabled each hospital to leverage the insights to develop more accurately targeted initiatives and communication strategies
Provided insights to reduce expenditure on approaches that had little chance of success
Took into account all elements that interconnect to form an organisation’s culture in order to devise communications strategies that inspire new work habits
“This study is notable given its large size and its use of an innovative personality profiling tool that assessed health care workers based on their employment category—an approach that makes intuitive sense.
Such ‘market segmentation’ may help guide development of targeted interventions in a wide range of initiatives.”
Research paper — PLOS ONE