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Getting to Yes! Where Behavioural Science Meets QI

Have you ever wondered why your rationally sound project proposal failed to get traction with decision makers?

Behavioural economics is a field that combines economics with psychology to influence decision-making and design more effective interventions. For quality improvement, using behavioural economics can help us design successful projects, based on what our audiences are actually doing and thinking. But principles of behavioural economics can also be useful before you even start your improvement initiative, if you use them to create a project proposal that makes your organization want to say, “Yes!”

This Quality Café welcomes Duncan Campbell who will share behavioural economics principles that you can apply to get the “yes” that you need to keep change and improvement happening.

The session will cover:

  • How to improve project proposals to include elements of behavioural economics
  • How various government agencies are using behavioural science to improve services
  • Examples of health care improvements using behavioural economics across selected Quality Matrix quadrants

Whether you are working on the impact of reducing adverse events or the cost savings from improved efficiency, we recommend this Quality Café to anyone who is curious and wants to learn how to frame their quality improvement idea using behavioural science.


Duncan Campbell is an Adjunct Professor at UBC teaching future health care leaders on the MHA program government and policy with an emphasis on behavioural science. He was formerly CFO at Vancouver Coastal Health and Alberta Health Services, as well as a transformation and merger integration specialist. He is also a proud council member of the BC Patient Safety and Quality Council.