It’s been four years since The World Health Organization declared that “behavioral science is underutilized in public health, and ineffective behavior change techniques continue to be used.” A small number of innovative health systems and plans have incorporated technology and cultural integrations that recognize the comprehensive cognitive, social, and environmental drivers and barriers that influence member behaviors. However, progress has been slow and the benefits under-recognized as the trendlines for American adults reporting one or more chronic conditions like cancer and diabetes continue to worsen.

The care for these individuals accounts for 90 percent of the $4.5 trillion the U.S. spends each year on healthcare, according to the CDC , a number that continues to climb annually

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