Why behavioral science is an important resource for many health programs and how to better utilize it

It has been four years since the World Health Organization announced that “behavioral science is underutilized in public health, while technologies that are ineffective in behavior change are still in use.” A few innovative health systems and programs combine technology and cultural integrations that recognize comprehensive perceptions, social and environmental drivers and barriers that affect member behavior. However, progress is slow and is underestimated due to the trendlines for chronic diseases such as cancer and diabetes, such as cancer and diabetes.

Care for these people accounts for 90% of the $4.5 trillion spent on health care in the U.S. every year, a figure that continues to climb every year, according to the Centers for Disease Control and Prevention (CDC). This makes it crucial not only to improve care management, but also to be critical to the expenditure and strategies that will benefit members and the trends and strategies of the people who provide and pay for care.

These are three key areas where behavioral science can significantly affect the program and its members, and why.

Nursing Management Outreach Activities: Going beyond “How”

Whether it is drug management tools, patient education materials, or communication about management of multiple conditions, personalized nursing management outreach is required. The problem is that traditional means of outreach is not.

Yes, Analytics can tell us when members are most likely to open emails and under which conditions, they tend to push them in the best direction before this becomes chronic. But after establishing the “what”, it’s still being communicated manually or through batch emails, like mass-market footwear retailers advertising, generates a lot of benefits.

The answer lies in the real personalized outreach activity, which allows us to wear each member’s shoes to optimize engagement. Today, when AI capabilities are combined with behavioral design principles, this is no longer a hike for Sissis. Digital outreach can be designed in the language that members use at home, changing images to reflect the patient’s race, age, and geographical location, and sent in a way that prioritizes the most important conditions without overwhelming the recipient in the first place.

Member participation: From “us” to “me”

Personalized member propaganda (designed and deployed at scale) also far outweighs intelligence – it's about feeling and perception. Imagine if I saw someone talking and talking like me in a text or email, or I would receive a follow-up message to see if I have questions about my prescription or a recent medical appointment? The ability to plan personalized communication is obviously aimed at “me” rather than “us” and has a long way to go in enhancing the trust level of vulnerable members and improving health literacy and education.

Joining with the behavioral science of AI is just a shot of many health plans that require flipping scripts from the scope of transactions such as bill payments or explanations of education and even inspiring benefits. For all the discussions about gamification of healthcare, there is little progress in the honor of “work” doing well. Personalized platforms have the ability to change publicity to praise member actions, such as scheduling and participating in health care appointments, or reducing blood pressure in persons involved in remote patient monitoring.

Lower cost: from reaction to initiative

Health plans and systems know that our communication problems are greater than nursing challenges. They recognize what needs to be done, but only means to connect the points and push patients and members in the optimal direction. This is a direction to promote the best results and experience at the lowest cost.

With advanced personalized technologies and enhanced trust, we can guide those who are the highest and most expensive to serve within the network. This avoids the spiral cost trend and contributes to data access and transparency, thus reducing the need for duplicate services.

It is also worth considering the value in the cost equation. Earlier members are involved in the treatment of breast cancer, so it won't go from phase 2 to phase 3, for example, the less support costs for IT payers (in fact, the lower the cost for payers in the 24 months after diagnosis). In addition to measures like NCQA and HEDIS, early action and treatment quality scores are undeniable for members and are more sustainable for those responsible for their care.

How personalization will help us meet promises from yesterday and tomorrow

Twenty years have passed since the Institute for Healthcare Improvement clarified the triple goal: improving nursing experience, improving population health and reducing care costs. But there is only slow progress. Today, we have the opportunity to completely change this Trifecta by combining advanced behavioral science with computer science. It’s time to rethink our goals with unexplored resources, but how we achieve them.

Photo: Thanakorn Lappattaranan, Getty Images

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