3 Takeaways from the 2024 Nudges in Healthcare Symposium

Behavioral science is at the heart of Engagys’ laser-focused mission to drive better healthcare consumer engagement.  One of the most effective behavioral science techniques is the use of nudges—subtle prompts that guide individuals toward positive decision-making. I recently had the opportunity to attend the  2024 Nudges in Healthcare Symposium where behavioral science practitioners, clinicians, students, and academics gathered to share research, innovations, and the latest trends in the application of healthcare nudges. Three key messages rose to the forefront by the end of the symposium: 

Providers are increasingly benefiting from behavioral nudges 

One of the symposium’s standout themes was the growing influence of nudges for changing provider behavior. From clinical decision support to EHR interface design, nudges are helping to impact provider behavior. Real-world examples shared at the conference illustrated how these nudges are influencing provider behaviors such as: 

• Optimizing prescribing practices: By redesigning decision support pathways, nudges are helping providers choose more appropriate medications, reducing the risk of overprescribing or under-prescribing. 
• Increasing preventive care: Nudges within clinical workflows are surfacing reminders for screenings and tests, encouraging providers to recommend preventive care options more consistently. 
• Streamlining lab orders and referrals: By embedding nudges within the ordering process, providers are prompted to consider evidence-based recommendations, ensuring patients receive timely and necessary care.  

While the ultimate goal of these provider-focused nudges is to improve patient health outcomes, they also have broader implications for healthcare utilization and cost reduction. By targeting provider behavior, we’re seeing how even small adjustments can cascade into larger, positive changes across the entire healthcare ecosystem. 
 

Consumers are responding to nudges, and there continues to be opportunity for test and learn 

Health systems are beginning to gain traction by testing nudges with healthcare consumers. Symposium attendees shared compelling results from real-world examples, such as: 

• Improving engagement with care programs: Simple nudges, like 2-way SMS reminders, have been shown to boost participation in healthcare support programs. 
• Boosting vaccination and preventative care rates: Patient portal prompts ahead of scheduled appointments have led to a measurable increase in flu vaccination uptake. 

Despite these successes, the opportunity to expand nudging strategies across various touchpoints is vast. Engagys experts recommend that nudges can and should reach beyond using single channels like email, or SMS, or patient portal secure messages. We see that there’s even more opportunity to apply behavioral science across the entire engagement funnel, from targeting and segmentation, to message frequency, message design and more. Engagys clients gain value from our emphasis on establishing a “test-and-learn" mindset, a notable differentiator in successful consumer engagement strategies. By continuously experimenting and refining approaches, we help our clients achieve more personalized, effective outreach that resonates with consumers. 
 

Our fragmented healthcare delivery model hampers a truly consumer-centric healthcare experience 

We’re all familiar with the recent healthcare industry shift to meet consumers where they are and put consumers at the center of their care journey. While this symposium highlighted how behavioral science nudges are being tested in health systems, there was a notable lack of discussion around the competing communications and messaging that a consumer also receives from their health plan. This fragmented experience that healthcare consumers face across their care journey, whether as patients or health plan members, can create confusion or dissatisfaction, and ultimately lead to poor health outcomes. For example, a consumer might receive a colonoscopy screening reminder from both their provider and their health plan. This can cause consumer abrasion or even negatively impact their engagement with the screening itself. 

Orchestration has never been more important in establishing a consumer-centric journey and developing a trusted relationship with consumers. At Engagys, we have deep expertise in developing content frameworks and deliverables infused with behavioral science across populations. We have partnered with regional and national health plans to launch consumer-centric omnichannel orchestration programs. From implementing Customer Data Platforms (CDPs) to optimizing Salesforce Marketing Cloud to streamlining a client’s native data infrastructure, health plans trust Engagys to help accelerate their consumer engagement programs. 

The Path Forward: Nudging Toward Better Health 

While nudges are proving effective across the board, the healthcare industry still has significant work ahead to create a fully integrated, consumer-focused experience. At Engagys, we’ve spent years designing, testing, and refining behavioral science-infused engagement programs for industry-leading health plan and healthcare technology clients. As we continue to collaborate with our clients, we’re excited to help lead the charge in integrating nudge theory and behavioral science techniques, ensuring that healthcare consumers benefit from a more personalized, streamlined healthcare experience.  

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