Changing Patient Behaviour: The next frontier in health care value

Changing Patient Behaviour: The next frontier in health care value

Author: McKinsey's Healthcare Systems and Services Practice

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This paper sets out a paradigm for supporting people to better manage their health through engaging individuals more effectively, integrating behaviour change into care delivery models, using the power of networks, utilizing remote technologies and engaging wider stakeholders.

It argues that the old modelof healthcare—a reactive system that treatsacute illnesses after the fact—is evolving to onemore centered on patients, prevention, and theongoing management of chronic conditions. It describes a person-focused paradigm that uses a behaviorally based rather than disease-based orientation to drive sustainable behaviour change and that recognizes that humandecision making is affected by systematiccognitive biases, habits, and social norms.

Instead of focusing exclusively on the clinician-patient relationship, it seeks to create a supportive ecosystem that engages individualsand those closest to them.

The paradigm has five major components:

  • Engaging individuals more effectivelyby taking advantage of new insights from behavioral psychology and behavioral economics.
  • Integrating behavior change as a core component of new care delivery models.
  • Using the power of influencers and networks to support behavior change.
  • Utilizing remote and self-care-orientedtechnologies to support and empowerindividuals, and connect them to clinicians and other influencers.
  • Adopting a multi-stakeholder approach,which includes public-private partnerships, to support high-impact societal and primordial prevention interventions.
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