“What’s the best way to encourage patients to visit their doctors?” It’s a question that pops up often. And honestly, there’s no single answer.
Behavioral science teaches us that everyone is different. What works for one person may not work for another. Plus, situations can change. This means approaching behavior change in healthcare isn’t straightforward.
Healthcare providers face a real challenge. They want to motivate individuals to take action but struggle to find the root causes when people don’t. Poor health habits can lead to bad outcomes like hospital visits, high costs, and overall ill health. For instance, only about 50% of patients take their medication as prescribed. This is linked to missed appointments and increased healthcare spending.
The good news? Behavioral science provides proven ways to encourage healthier habits. By using well-researched strategies, healthcare systems can better connect with patients and help them stay engaged.
The Struggles of Traditional Outreach
Healthcare organizations often spend a lot on outreach efforts. This includes sending mail, emails, and texts. However, these methods often fall short.
First, these messages usually focus on specific events, like a flu shot reminder, rather than on ongoing care.
Second, communications often come from separate departments, leading to fragmented messaging. Only 6% of healthcare leaders believe their outreach gives a complete view of patients’ health.
Third, messages tend to be overly generic or only slightly tailored, missing the nuances of individual experiences.
Lastly, traditional outreach often fails to explore why people don’t take action. Instead of addressing the barriers individuals face, these communications tell them what they should do.
The Strength of Behavioral Nudging
Behavioral nudges are small changes in how options are presented that can significantly impact decisions. For instance, reminders for appointments or offering less expensive medication can help patients take healthier actions.
Sophisticated nudges can incorporate techniques from behavioral science, allowing healthcare providers to connect patients’ personal values to their health actions. When patients see how their health behaviors align with their goals, they become more engaged.
Research shows a strong link between self-efficacy—believing in one’s ability to change—and real health action. If patients get support on small steps toward better health, they can feel more capable of making larger changes.
The Magic of Personalization
Personalization goes beyond basic outreach. It looks at how to make communications relevant and timely for each individual. This includes when and how often to reach out.
By using data on patients’ behaviors and preferences, personalized messages can address barriers directly. For example, AI can analyze patterns in patient data to tailor messages. This allows for a more individualized approach that meets each person’s unique needs.
Studies have shown that personalized healthcare communications lead to better patient engagement and improved health outcomes. In fact, the use of AI in healthcare has made personalization easier and more effective than ever.
Real-World Evidence
We’re not just theorizing anymore. Research shows that personalization and behavioral nudges lead to real improvements in patient health and healthcare finances.
As technology rapidly advances, it’s time for healthcare leaders to shift their focus. Moving from merely providing information to actively encouraging behavior change is essential. Embracing personalized approaches backed by behavioral science can drive lasting patient engagement, leading to healthier individuals and a more sustainable healthcare system.
About the Author: Amy Bucher, Ph.D., is the chief behavioral officer at Lirio, Inc.
For further insights, visit Milliman and PubMed.
Source link
hospital,patient,engagement,behavioral-science,nudging,providers,payers
