It’s interesting enough that Optum’s Vice President for Direct-to-Consumer is not only a serial digital health entrepreneur, but she’s also a behavior change scientist. Dr. Kate Wolin stops by to share some background on behavior change science, and how healthcare companies large and small are looking to drive health and wellness outcomes by integrating its principles and techniques into product design strategy.
Behavior change science appears to be having a “moment” here in healthcare, peppering conversations about everything from business models and consumer engagement strategies to product design, particularly in the chronic care and mental health spaces. Optum obviously has an interest in the discipline, with Kate in such a critical leadership role. And, our friends at life sciences giant, Bayer, also seem keen on exploring the approach, as it’s both the focus of one of the sessions of Bayer G4A’s free digital health forum, Health for All, on September 9, AND the reason Kate’s here to provide a deep-dive into the subject as a special prequel to the event.
So, what are the key takeaways? Well, it turns out there are a lot of misconceptions about behavior change science. Kate sets us straight, explains why she’s NOT a fan of the term “nudges,” and talks about what digital health companies usually get wrong (and right) about incorporating behavior change techniques into their products and services. Does behavior change require human intervention in order to make it sticky? Or, can technology be just as effective in achieving the right levels of personalization needed to make an ongoing impact on a person’s behavior? We get smart on this trending approach, and Kate gives us her prediction for how healthcare will be looking to increasingly incorporate this science into its future.
Special Note: To hear more from Kate and a host of other healthcare experts during Bayer G4A’s special global event “Health for All – A Digital Health Forum” on September 9, 2021, register at www.g4a.health.
In this interview Sophie Park, Chief Strategist at Bayer G4A, talks about the pandemic’s effect on the digital health landscape, digital health’s promise of Health Equity and Bayer G4A’s upcoming Digital Health Forum.
G4A is Bayer’s digital health partnerships and investments team dedicated to scaling digital health companies to change the experience of health.To attain this goal, G4A works with startups, innovation groups, commercial partners, thought leaders, health systems, and public institutions to accelerate and expand digital health innovations. In that context, G4A is offering opportunities for early stage to advance digital health companies to partner with Bayer.
Sophie, Covid-19 has clearly opened everyone eyes on the need to better our healthcare systems and raised awareness for digital health solutions. From your perspective, did the pandemic accelerate digital health on a long-term basis?
Clearly, the Covid-19 crisis spurred a momentum for digital health. During the crisis, I have observed two dynamics which advanced digital health in a never before seen pace.
On the one side, the needed adoption of digital health tools led to a mindset shift and more openness among health consumers and providers. The pandemic was a great chance for many people to get familiar with digital health tools and acknowledge their value. Covid-19 made it clear to individuals that their own health is a personal responsibility as well. Therefore, people more actively took care of their own health(care) and became more open to collect and securely share healthcare data. I believe that all these factors will lead to increasing use of digital health tools also in post-Covid times.
On the other hand, the pandemic exposed the pain points of our healthcare systems. The quality of care one gets is determined by social determinants- where you live, where you are from, what education you receive and what job you have. The pandemic left no doubt that there is still a long way to go to reach health equity and better health access. At Bayer G4A we believe that digital health can and should play a vital role in closing existing care gaps and ensuring health for all.
“Health for All” – that is the goal. Not only is it Bayer G4A’s leading vision it also is the title of this year’s Digital Health Forum hosted by G4A on September 9th. Why did you choose that theme for this year’s event?