While many of us object to pharma's efforts to manipulate us, there is something to be learned. How messaging could improve compliance would ultimately allow better healthcare outcomes. Dr. Michael Mackert discusses the issue and opportunity.
The last 25 years has been all about moving from paper to digital. While there have been many gains in terms, there has also been an erosion in the doctor-patient relationship. More tech, AI may ironically offer an opportunity to reverse the process.
Behavioral economics offers a way to learn why we make what can seem to be irrational decisions, particularly when it comes to our health. This applies to choices about whether or not to procedure with surgery as well as the end of life.
Traditional economics assumes we are rational. However, we aren't. Behavioral Economics (BE) is a relatively new field of study looking at human decision making, how we are influenced by the framing of questions, our history, and aversion to loss. All of these factors play into how we make (what often seem like irrational) healthcare decisions.
Rational irrationality, decisions that make no sense, are at the core of our healthcare communications- and frankly, our ability to move the needle towards better health. Behavioral economics offers a framework to study why we do what we do.
Telemedicine is now a tool, less a technology, Healthcare tends change slowly. Particularly when we think about spaces- clinics, hospitals and other places care is delivered need to be considered as an opportunity to rethink technology and how we interact with each other.