Creating Value through Operational Procedures and User-Centric Design

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This chapter explores the value created by operational procedures and perfecting the user journey for medication adherence. It discusses the distribution of adherence across different patient populations and the rewarding impact their company has on users, with personal anecdotes highlighting their significance to families in need. Additionally, it delves into the concept of mass personalization in healthcare apps, drawing parallels to big companies and emphasizing the competitive advantage of applying principles from other industries to healthcare.

In this episode, we spoke with Matt Loper, CEO and Co-Founder of Wellth, an app that helps people with chronic conditions improve their health through better adherence to their prescriptions. Matt’s company works with healthcare providers and insurers to provide rewards for patients who need small behavioral interventions to stay on track.

Wellth does this by “giving” patients money at the start of each month to take their pills. To prove they’re on track, they use the Wellth app to take a photograph of their medicines in the palm of their hand. But every day that they miss, they are penalized in the form of fee, which nets them less money at the end of the month. This loss-contract model is gaining notoriety and it should be: Wellth discovered that positive incentives accounted for adherence rates around 60% while loss-contract models account for better than 90% adherence rates.

Matt is quick to point out that the science of behavior change is not like chemistry, where all the inputs and outputs can be measured and is easily replicable. Behavioral science, Matt argues, is much more complex and requires more rigorous testing.

In our grooving session, Kurt and Tim discuss loss contracts in greater depth and the complexities of the human condition.

Links

Matt Loper: matt@wellthapp.com

Kevin Volpp, PhD. Director, Center for Health Incentives and Behavioral Economics, Leonard Davis Institute: https://hcmg.wharton.upenn.edu/profile/volpp70/

Kevin Volpp’s group: https://chibe.upenn.edu/

Eisenberger & Camerer: https://www.deepdyve.com/lp/sage/eisenberger-r-cameron-j-1996-detrimental-effects-of-reward-reality-or-GQliEjHSH0

Teresa Amabile: http://www.hbs.edu/faculty/publication%20files/12-096.pdf

Riding the Bike: http://blog.lanterngroup.com/?s=bike

Ran Kivetz: https://www8.gsb.columbia.edu/cbs-directory/detail/rk566

Kurt Nelson: @motivationguru and https://www.linkedin.com/in/kurtwnelson/

Tim Houlihan: @THoulihan and https://www.linkedin.com/in/tim-houlihan-b-e/

Check out the Behavioral Grooves website: https://behavioralgrooves.com/

Musical Links

Fleetwood Mac – Rumors: https://en.wikipedia.org/wiki/Rumours_(album)

Stevie Nicks would be the IT girl today. https://en.wikipedia.org/wiki/Stevie_Nicks

Simon & Garfunkel https://en.wikipedia.org/wiki/Simon_%26_Garfunkel