A spoonful of sugar: How behavioural economics can help the medicine to go down and improve healthcare adherence

This article examines how behavioural economics can help people adhere to medical advice more consistently, improving their own long-term health and reduce costs to healthcare providers.

A spoonful of sugar: How behavioural economics can help the medicine to go down and improve healthcare adherence

Crawford HollingworthThe Behavioural Architects

We're not always very disciplined when it comes to taking medication; whether it's to cure an illness, prevent one from worsening or to manage a chronic condition. It's estimated that around half of patients forget to take their prescription medication. As one patient commented "My three months' supply of Simvastatin seem to last me about six months…"1This is not only detrimental to a patient's long term health, but it also increases healthcare costs since, if...

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