Validate Vulnerable Consumers

Quitters never win. Winners never quit. But those who never win and never quit are idiots.
     That Despair, Inc. epigram does seem harsh. Let’s change the last two words to, “are vulnerable.” A study at Deakin University and Monash University of in-vitro fertilization (IVF) consumers would support us doing that. Actually, though, we’d expect all the consumers in that study to experience vulnerability. IVF requires substantial costs along with substantial uncertainty about outcomes.
     The researchers recommend that IVF clinics empathize with and then reduce the vulnerability of their patients. Ease the anxiety which precipitates vulnerability by giving evidence of the competence of clinic staff. Then educate in ways that depend on how likely it is the IVF procedure will result in a successful pregnancy. In the study, almost one-third of the women said they’d undergone more than five cycles of IVF treatment.
     Here is my adaptation of the researchers’ recommendation: 

• For those with a high probability of success or when the probability is unknown, empower the woman and her partner by giving them information to use in feeling control over the process. 
• For those women the clinic judges to have a low probability of success, offer or refer for services to assist in acceptance of this fact and explore alternatives for parenthood, such as surrogacy, adoption, and foster care.

     The advantages of empowering with information are seen in other health care areas. For example, early diagnosis of Alzheimer’s disease allows for treatments which delay the progression and for contingency planning. Yet many seniors who show preliminary signs—such as confusion—decline opportunities for screening. What measures, then, work best to persuade suitable seniors to participate? The most important answer, according to studies at University of Miami and Florida Atlantic University, is for a senior to believe they’re capable of handling news of an AD diagnosis.
     Empowering with information and encouragement in a retail setting is a type of “transformative retail service.” Studies at Germany’s WHU found that when the participants appreciate the improvements in their physical or mental wellness and haven’t paid for the program, the participants’ gratitude leads to significant increases in loyalty and modest increases in positive feelings about purchasing from the marketer.
     This argues for offering TRS at no cost and checking that those benefits are recognized by consumers who complete the program. In health care settings, especially, the benefits should include reduced feelings of vulnerability.

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