The bad news: If anyone expected that Behavioral Sciences will soon lead to a nudge strategy to solve every one of Healthcare’s problems then they were disappointed at the DayOne Experts Event, taking place on April 11. Academia and industry are still at an early stage in understanding and applying techniques to change behaviors.
The good news: developing digital nudges especially with a more holistic approach to developing and sharing experience around behavioral change holds a lot of promise. The flow of health apps to the app graveyard might not be quite so fast in the future.
In his introductory presentation, Rui Mata from the University of Basel, showed that behavioral change is a key component in a significant share of the global disease burden and we have a diverse and interesting range of tools that could help. There are many cases that show an impact in the short term or in controlled scenarios. We don’t however yet know what really works, for whom and for how long. Rui emphasized that as we start to have the right digital tools in place, it will take less time and effort to experiment and learn more from experience.
Maurice Codourey then presented a real-world example of children’s engagement in a hospital setting that showed nudges have been around for a long time and are a part of any change. Mauricio Suarezand and Juan Rodríguez then shared how MSD engages in Design Thinking and Open Innovation as the organization knows they must try and create more patient centric and health outcomes driven solutions in the future.
We then had two further cases from Andreas Filler and Michelle Heppler from Pathmate Technologies and Balazs Banfai of Soladis showing how information and feedback can help motivate when provided in the right context. They also highlighted that they can learn, much faster than traditional tools, what works and what doesn’t in the real world.
Payors, providers and pharma have an incentive to nudge people and patients to improve their own outcomes (and stakeholder profits) but this shouldn’t be at the cost of transparency to the patients and certainly not their freewill.
The panel concluded with emphasizing the need to involve multiple stakeholders in the development of nudges and also to take advantage of digital tools and an improving theoretical basis to improve and speed up feedback loops about what works and what doesn’t.