MedTech + Mindset Newsletter #015

Welcome to the MedTech + Mindset Newsletter!

This week we're making a request for feedback, Medtech+Mindset Moment Rankings, and digging into the most popular one.

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It's week 15 of the Medtech+Mindset Newsletter.

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1. Cognitive fluency

Insight from Natanya Wachtel-Jones

Why do people do the same things, buy the same products, and have the same opinions throughout their life –and rarely change?

We all have a preference for things that we consider easy. It's easier to do things we are used to doing rather than experiment with something new. This is caused by a cognitive bias called cognitive fluency.

The emphasis here is not on the task, but on how the customer perceives that task to be in terms of difficulty. Generally, if he perceives a task to be easy, he is more inclined to complete it.

At the same time, he is more likely to make quick decisions when processing the task without investing much mental energy on it. On the other hand, if the task is perceived as difficult, customers slow down, think through their decisions and evaluate them more often.

Why do some tasks appear to be easier than others?

A major factor to this is familiarity. Tasks that were repeated in the past don't require a lot of analysis from us. We have already done that mental process and we already know how to do it again without much thought.

We develop a preference for a variety of things we have been exposed to and experienced before. This could be people, beauty standards, words, expressions, and more.

The more we encounter something, the easier it is to process it and we develop a preference for it.

 An important aspect of the familiarity principle in connection with cognitive fluency is that we tend to equate ease with familiarity. If something feels easy, it will be perceived as familiar.

Thus, we will feel as if we have encountered this thing before and we view it in a more positive light.

Practical implication: when designing websites and other products, you need to make them look familiar, so they require minimum effort to process. Follow the conventions most websites use. By doing so, users will be able to find faster what they are looking for because everything will be at the expected place.

You may also create websites that have a simple design, to achieve that avoid clutter and distractions like running screens and big animations. Instead, use more white spaces.

Alternatively, studies have shown that the harder it is to read instructions for an activity, the harder and more time-consuming the activity is expected to be by those who read it. The readability of the fonts also affects how truthful your claims appear to be. So, make sure to use the right contrast between the color of the font and the background, because this will allow faster mental processing.

Another way to create cognitive fluency is by using words your customers understand.

Adjust your vocabulary so they can understand. At the same time, when naming your products, use words that are easy to pronounce. As a result, they will be easier to process and remember.

 Key Points:

• Cognitive fluency refers to the feeling of ease or difficulty,
• One experiences when presented with a mental task.
• We tend to prefer things that seem easy. When that is the case,
• We also make quick decisions that don't require much mental effort and evaluation, and we consider them familiar.
• To take advantage of the cognitive fluency bias, create simple, user-friendly designs, using easily readable fonts and words that are comprehensible and easy to pronounce.
• These adjustments will help customers process faster the information, understand it and memorize it. 

 2. Time to Take a 'Moment'

The Medtech+Mindset Moment continues to get a lot of interactions! In case you missed any, see below. They are listed in order of popularity based on Impressions.

1. You can’t predict the future - 876 Views
2. The best kind of patient feedback - 735 Views
3. It's risky to patch problems by acting too fast. - 542 Views
4. Want to know what derails us the most, and often when we least expect it? - 437 Views
5. If your elevator pitch isn't something you can really deliver in an elevator under pressure - 423 Views
6. Are you advancing or standing still? - 211 Views

If a 'Moment' really speaks to you, please comment and share the vibes on your page.

3.  Preparing for the Future

Insight from Matt Tucker

You can't predict the future, but you can plan for it.

When it comes to the future, we can't know what's going to happen. But that doesn't mean we're powerless. There are things we can do to set ourselves up for success, no matter what comes our way.

One way to do this is to build frameworks that help us effectively react to whatever situation arises. By having a solid foundation in place, we can adapt and adjust as needed, rather than scrambling around trying to figure out what to do next.

 Here are three examples of how you can build a framework for success, no matter what the future holds:

 1. Define your goals and values

 When you know what you're working towards, it's easier to make decisions that will help you get there. Define your goals and values, and use them as a guide when making choices about your future.

 2. Identify the problem

 If you can identify the problem, you're halfway to solving it. When you run into a snag, take a step back and figure out what's really going on. Once you know the problem, you can start coming up with solutions.

 3. Understand the confounding factors or other considerations and restrictions

There are always going to be factors beyond your control. The key is to understand what they are and how they might impact your plans. This way, you can make adjustments as needed and account for them in your decision-making process.

No matter what the future holds, you can be prepared for it. By building frameworks that help you effectively react to whatever comes your way, you can set yourself up for success.

 4. Develop a plan of attack or action

Once you know what you're working towards and have identified the problem, it's time to develop a plan of attack. This will help you focus your efforts and make sure you're taking the right steps to reach your goals.

 5. Execute the plan

 After you've developed your plan, it's time to put it into action. This is where the rubber meets the road and you start seeing results. Follow through on your plan, and adjust as needed along the way. You can't predict the future, but you can prepare for it. By building frameworks that help you effectively react to whatever comes your way, you can set yourself up for success. So don't wait – get started.

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That's it for this week.

 — Your Friends at the M+M Team.

 
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