Motivating Mammography: Combining AI and Mind Genomics to Discover What a Patient Needs to Hear

Abstract

The study focused on the messages which might enhance women's participation in mammogram screening. The study followed the Mind Genomics process of presenting respondents with different combinations of relevant messages, identifying the strong performing messages for each respondent, and clustering respondents on the basis of the patterns of elements which drive positive responses. The messages themselves were developed using AI, allowing the researcher ahead of the experiment to gain a broad education-type overview of the types of messages that could be used. Two mind-sets of respondents emerged, representing different patterns of messages which are deemed motivating. Mind-Set 1, "Motivated and Informed Women," seeks improved breast health, values screenings, with the goal to minimize health risk, and maximize well-being. Mind-Set 2, "Concerns and Motivations," focuses on the mammogram experience itself, the mammogram risks, comfort, and cost, demanding accurate diagnoses. It may be possible to increase mammogram screening by assigning a person to one of these mind-sets. The Mind-Set Assigner (previously called Personal Viewpoint Identifier (PVI)) comprises a set of six questions based upon the study, the patterns of answers to which assign a person to either Mind-Set1 or Mind-Set 2. The Mind-Set assigner offers the promise of a personalized approach to understanding what people need to hear to ensure better health.