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1Psychology Lessons forCompliance ProfessionalsHow You Can Influence Peopleto Do What You Want!Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.2Lessons from Psychology Communication techniques and tools that canincrease positive responses or compliance Handling failures, drawbacks & errors1
3USE POWER FOR GOOD NOT EVIL Any power can be exploited and usedunethically 42
5GET INTRODUCED An introduction by another person can increaseyour ratingsTAKEAWAY: Always have someone else introduceyou.6USE STICKY NOTES Handwritten sticky notes can increase responserateTAKEAWAY: Consider when you want to add theextra touch of a sticky note.3
7THANK YOUS Adding a handwritten “thank you” (handwritten)can further increase response rateTAKEAWAY: Consider when you want to add theextra touch of a handwritten thank you to a stickynote.8TELL PEOPLE WHY”BECAUSE”Increases cooperation chancesTAKEAWAY: Accompany requests with a strongrationale (even when the reason might be clear).4
9MAKE IT EASY To say To readTAKEAWAY: Use words that are easy topronounce and choose fonts that are easy to read.Get rid of the “lawyer language”10RHYME TIME Allows the information to be more easilyprocessed and judged as more accurateCOMPLIANCE not DEFIANCETAKEAWAY: Rhyme it.5
11MEMORY AIDS Can increase complianceTAKEAWAY: Integrate brand components at theplace where action occurs12USING MIRRORS/EYES Mirrors and eyes can persuade socially desirablebehaviorTAKEAWAY: Ask names, use name tags, consideruse of mirrors/eyes/reflection in program designs.6
1314GET ACTIVE PUBLIC COMMITMENT Ask potential voters to predict whether they willvote and have them provide a reason for theirprediction Publicly state commitment – “we’ll mark youdown as a yes and let others know” “Please call to cancel” vs. “Will you please call ifyou have to cancel?”TAKEAWAY: Get an active, public commitment.7
15USE NUMBERS Publishing numbers/percentage of thosefollowing procedures can increase like action16GIVE HAPPY FEEDBACK Can increase response8
17WHEN USING FEAR OFFERSPECIFICS When using fear to activate people, offer specificways to counter the threat18FRAME AS INCOMPLETE It can motivate people to help you complete it9
19RARE, UNIQUE ITEMS Are perceived as more valuable People are collectorsTAKEAWAY: Focus on what is unique about yourcompany or program and offer “exclusives” andnew items annually in series.20FREE GIFTS AND SERVICES10
2122MENTION SMALL DRAWBACKS Early mention of small drawbacks can create aperception of honesty, especially when pairedwith the silver lining“Compliance isn’t always easy, but it’s the rightthing to do”11
23OFFER ERROR-BASED TRAINING Creates greater improvements in judgment How have others made errors in the past How to avoid those errorsTAKEAWAY: Create training with real errors.24EXPLAIN FAILURES Attributing failures to internal causes can resultin increased public perception and increasedprofits Annual Report FramingTAKEAWAY: When bad things happen comeclear early and take responsibility.12
2526TIMINGTAKEAWAY: When stakes are high, reduce multitasking and make important decisions when mostawake13
27BEWARE ECOMMUNICATIONS E-communications can be misunderstood andmass emails can diffuse responsibilityTAKEAWAY: Engage in multiple methods ofcommunication, especially when call to action.28REFERENCE MATERIALS Yes! 50 secrets from the Science of Persuasion byN. Goldstein, S. Martin and R. Cialdini Influence The Psychology of Persuasion by. RCialdini Methods of Persuasion by N. Kolenda The Art of Thinking Clearly by R. Dobelli Nudge by R. Thaler and C. Sunstein14
29THANK YOU!Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.virginia.macsuibhne@roche.comPLEASE CONNECT WITH ME ON LINKED IN!15
Yes! 50 secrets from the Science of Persuasion by N. Goldstein, S. Martin and R. Cialdini Influence The Psychology of Persuasion by. R Cialdini Methods of Persuasion by N. Kolenda The Art of Thinking Clearly by R. Dobelli Nudge by R. Thaler and C. Sunstein 28
