Partnering with Oxford University Clinical Research Unit on using behavioural science to tackle antimicrobial resistance

DeltaMV recently ran a workshop at Oxford University Clinical Research Unit (OUCRU) in Hanoi giving the team hands-on experience of applying Behavioural Science to tackle antimicrobial resistance (AMR). 

Feedback was overwhelmingly positive with several saying “…it was the best workshop they have ever done!"

The challenge of AMR is linked to the over-prescribing of antibiotics, and a recent academic paper published in PLOS One titled, “Medical prescribing and antibiotic resistance: A game-theoretic analysis of a potentially catastrophic social dilemma” by Professor Andrew Colman and his colleagues at the University of Leicester, suggests prescribing antibiotics truly is a tragedy of the commons. This concept refers to an idea whereby a shared resource (e.g. water, food, or antibiotics in this case) is exploited by individuals acting in his/her own best interest to the detriment of the whole community.  

Clearly, changing behaviour sits at the heart of any solution to the AMR challenge.  In this workshop, DeltaMV introduced its unique proprietary framework for applying Behavioural Science to behaviour change. 

Participants developed personas to create an emotional segmentation of key stakeholders such as clinicians, pharmacists and farmers. What motivates them?  What are they thinking and feeling?  Who do admire or learn from?  How do they make decisions?  

Participants then went on to identify the key behavioural challenges—What are they doing now?  What do we want them to do? Where and when should this behaviour change happen?  Once the team had clarity around the desired behaviour change we could apply the wisdom of behavioural science using the DeltaMV framework; How to make this change emotional? Social? Easy?

Building off of this, the team developed a range of potential behaviour-change interventions that were then  prioritised based on likely costs vs likely impact.

Sonia Odette Lewycka, Senior Epidemiologist at OUCRU Hanoi said of the workshop,

"It was really thought-provoking and gave us a lot of fresh ideas as we plan our activities and interventions” 

If your organisation is interested in learning more about how Behavioural Science can help you overcome your obstacles, please reach out to us!