Behavioral Health Economics

Description

Healthcare is inherently complex, and inefficiencies often arise not just from resource or organizational limitations, but from the behavioral patterns of patients and providers. These behavioral tendencies—such as cognitive biases, resistance to change, or inertia—frequently hinder optimal healthcare decisions and outcomes. Overlooking these psychological drivers can sabotage even the best-designed health interventions. Behavioral economics provides tools to identify and overcome these obstacles by recognizing that decisions in healthcare are rarely purely rational, but shaped by context, framing, and social influences. By harnessing principles such as nudges, defaults, and framing effects, it becomes possible to guide healthier choices and align incentives throughout the system. This presentation highlights key behavioral insights that may help design more effective strategies to improve outcomes, with a special emphasis on understanding and addressing the psychological barriers limiting preventive health behaviors.

Speaker

Prof. Dr. Björn Bartling

Björn Bartling is Professor of Economics at the University of Zurich and Vice Chair of the Department of Economics. In his research, he uses empirical methods to study the impact of deviations from the classical assumptions of full rationality and pure self-interest in social and economic contexts. Professor Bartling is also a Visiting Professor at the Centre for Experimental Research on Fairness, Inequality and Rationality (FAIR) - The Choice Lab, NHH Norwegian School of Economics, and serves as Associate Editor for the Journal of the European Economic Association and for Management Science.