Psychologist Robert Cialdini was on Radio 4 this morning talking about how his work on social norms and reducing towel usage for the hotel industry has been trialled in the NHS - and has resulted in reduced costly 'no shows' for appointments to see a family doctor.
I've mentioned his work previously - he and his fellow researchers are experimenting with simple tweaks in messaging that play to the fact that most of us a herd animals at heart.
He told today's radio show how a 30% reduction in no shows was achieved simply by re-phrasing the frequently seen waiting room message about how many people fail to keep their appointments - with an alternative pointing out the numbers who DO.
There's more on the work, which was trialled in Bedfordshire, here.
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