Stop Nagging Patients—This Works Better

Behavioral science isn’t just a buzzword—it’s a powerful tool that healthcare can use to drive real patient engagement. Simple nudges, grounded in behavioral economics, can help patients take necessary actions, from scheduling appointments to picking up prescriptions. Here’s how.

Chandra Osborn, Chief Behavioral Officer at AdhereHealth, sat down with Healthcare IT Today to discuss how applying behavioral science in healthcare can improve outcomes and lower costs.

Key Takeaways

1. Nudging Works, But Only When Done Right. Behavioral science can help patients take action, but generic reminders can backfire if they feel like nagging.
2. Social Proof Drives Engagement. Showing patients that others like them are taking action—like getting vaccinated or refilling prescriptions—can be a powerful motivator.
3. Personalization is Key. Not all patients face the same barriers to care. Tailoring outreach based on real obstacles, like cost or transportation, increases effectiveness.

Nudging + Social Proof

“Nudging is ideal for simple behaviors, like getting a patient to refill a prescription, but for more complex behavior changes, we need a broader set of behavioral science techniques,” Osborn explained.

One effective nudge is social proof—showing patients that others like them are taking action.

“This was used a lot during COVID vaccine rollouts, highlighting people getting vaccinated to encourage others,” said Osborn.

Osborn stresses that care must be taken not to over-do nudging and overwhelming patients with too many repeated prompts for action (turning nudges into “nagware”). This is where personalization can make a big difference.

“It’s not just about sending reminders,” stated Osborn. “We need to understand what’s preventing the patient from acting and tailor the communication accordingly.”

Behavior Science Applied Judiciously at AhereHealth

At AdhereHealth, behavioral science principles are applied to medication adherence, particularly among Medicare Advantage populations. Many patients want to take their medications but face obstacles—whether it’s cost, transportation, or simply forgetting. By using an omnichannel, personalized approach, AdhereHealth is helping to address these barriers while also boosting health plans’ star ratings.

“We don’t just measure success by adherence rates—we also track how likely patients are to recommend our service, and the scores are consistently high,” says Osborn.

Learn more about AdhereHealth at https://adherehealth.com/

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