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Updated: Aug 23, 2025

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Using Behavioral Insights to Market a Workplace Safety Program: Evidence From a Multi-Armed Experiment.

Randall Juras1, Amy Gorman2, Jacob Alex Klerman2

  • 12189Abt Associates, Inc., Durham, NC, USA.

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|November 1, 2022
PubMed
Summary

Behavioral marketing strategies did not outperform existing brochures in increasing demand for safety consultations. This large experiment found no significant difference, highlighting the need for effective marketing in public health services.

Keywords:
Empirical BayesFactorial ExperimentMarketingdesign and evaluation of programs and policiesmethodology

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Area of Science:

  • Behavioral economics
  • Marketing science
  • Public health interventions

Background:

  • The U.S. Occupational Safety and Health Administration (OSHA) offers safety consultation services.
  • Existing marketing strategies may not fully leverage behavioral insights to maximize service demand.

Purpose of the Study:

  • To test the effectiveness of behaviorally informed marketing strategies for increasing demand for OSHA's safety consultation services.
  • To compare various behavioral messages, formats, and delivery modes against a control group and existing informational materials.
  • To predict the scalable impact of the most successful marketing strategy.

Main Methods:

  • A multi-armed randomized experiment with a partial factorial design involving 19 study arms.
  • A large sample size of 97,182 establishments.
  • Mixed-effects ANOVA and Best Linear Unbiased Predictions (BLUPs) for analysis and prediction.

Main Results:

  • Overall marketing via brochures effectively doubled service request rates.
  • Behaviorally informed marketing materials showed no significant improvement over the existing informational brochure.
  • The study identified conditions for efficient factorial design in program variant evaluation.

Conclusions:

  • While brochures were effective, behaviorally informed approaches did not yield superior results in this context.
  • The findings suggest that optimizing existing, effective methods may be as crucial as developing novel behavioral strategies.
  • Factorial designs are efficient for comparing multiple intervention variants in large-scale studies.