Winning by default

When Push Comes to Nudge

Imagine if health care costs could be dramatically reduced, and outcomes improved without any heavy lifting – no bills would need to be passed, no policies approved, and no major restructuring required. What if we could simply will people to make decisions that resulted in better care and a healthier population? “Decisions are affected by emotions, bias, social context. The solution is design,” David Asch, MD, MBA, executive director of Penn’s Center for Health Care Innovation, recently said at the Healthcare Financial Management Association’s annual conference. The idea that better decisions can be made simply by guiding people to them is the principle behind the Penn Medicine’s Nudge Unit, which officially launched last year. ….[READ]

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