You have a groundbreaking medical device or digital health app and data to show improved health outcomes or lower costs. You go to market with all the compelling facts, yet adoption rates are lower than forecast. Does this sound familiar? If so, you are not alone.

We as humans have biases

As humans, we like to think that we approach situations rationally and that facts and information will drive preferred behaviors. However, decades of behavioral science research has confirmed that humans are irrational— even when it comes to high-stakes health and healthcare.

For example, we have a bias toward the present (it’s why we eat the chocolate cake), we have an aversion to loss and regret (it’s why we hold onto losing stocks) and we overweight low-probability events while underweighting high-p

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