“Sales” is something of a 5 letter word in healthcare, somehow beneath doctors and nurses. However, if we can’t sell our diagnoses and treatments to our patients, it’s not likely they’ll get better. Martyn Lewis, an expert in selling discusses the overlaps.
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.
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.