Choice architecture: do patients need a “nudge”?

April 30, 2018

We love the idea of a nudge  – the concept behind how individuals are prompted or motivated to take a specific action. It has garnered such attention that author Richard Thaler wrote a book about it and won a Nobel Prize in economics. Thaler’s latest book focuses on  applying nudge in medical communications. “Nudging Health: Health Law and Behavioral Economics,” claims that people often make poor healthcare decisions. It questions: would people make better decisions about their healthcare if the choices were presented in a different way?

That’s the idea behind so-called choice architecture – presenting options in such a way as to encourage people toward a desired decision. Based on psychology and behavioral economics, it aims to compel people to make better choices without openly limiting their options. This nudge is used in many categories including finance and insurance. Now, it’s being applied to healthcare.

At 83bar, we’ve built our model on the established experience of implementing psychology in quizzes, content, wording, and micro-commitments to guide patients who are motivated to seek a solution for their healthcare. We help them take action, we activate them.