Behavioral Health Design Playbook - Board of Innovation

Behavioral Health
Design Playbook
Unlock your business potential to
drive healthcare innovation
www.boardofinnovation.com/health-playbook 1
Table of contents
05 Welcome! Playbook introduction
07 The power of Behavioral Design
> It’s all about patient decision-making
> Behavioral design impact maps
> A case: Insights uncovered in the Oncology Journey
15 Behavioral Design Framework
> Influencers of patient behavior
> Behavioral challenge statements
> Behavioral design framework
> A case: Mei’s story
> Downloadable Behavioral Design tools
25 From theory to action
> It’s time to start leveraging patient insights
> Frequently asked questions (FAQ)
> Additional downloads to insprie
28 Board of Innovation and our work
www.boardofinnovation.com/health-playbook 3
Welcome!
Calling all health innovators
What is this playbook about? Why did we create

this playbook?
This Behavioral Health Design Playbook At Board of Innovation, we’re on a long-
is anchored on Board of Innovation’s term mission to inspire 100 million
healthcare expertise. It summarizes people to innovate for a better tomorrow.
all the lessons and processes drawn We’ve enabled our clients to deliver a
from our dedicated team and higher customer and patient focus by
impactful client collaborations. applying Behavioral Design principles.
So today, we’re providing you with a
This playbook will focus on why you detailed snapshot of what we’re doing
should effectively apply Behavioral and achieving, together with our clients.
Design Methodologies and Tools in health It’s our way of inspiring you to pick up,
care – and how to do it. It’s a guide to learn from and apply these principles to
achieve the necessary mindset shifts and better your approach and business.
transform your processes to optimize
your patient and customer impact. Enjoy!
This playbook is both a practical learning
guide and a tool that helps you reflect on
your organization. We realize the methods
in this playbook aren’t immediately ready-
to-use for every team or organization.
However, the principles in it are essential. By Bryan Berger,
customizing them to your specific situation Health Innovation Lead
and business environment, you can unlock
their full potential for your organization.
Who can benefit from

this playbook?
This playbook was created for innovators

in the health industry. We’re convinced
you are willing to challenge the status
quo and achieve the inconceivable. You’re
not alone with these high ambitions
and industry-transforming ideas. We
have the pleasure of working with
companies like yourself every day.
4 www.boardofinnovation.com/health-playbook www.boardofinnovation.com/health-playbook 5
The power of behavioral design The power of behavioral design
THE POWER OF BEHAVIORAL DESIGN
It’s all about patient

decision-making
Behavioral Design helps you to understand Are you keeping up with

that your patients are more than their
disease. market expectations?
Behavioral Design is a way to The healthcare industry is changing at
understand how people make a rapid pace, making it ripe to apply
decisions. Knowing this will help you behavioral design methodology.
influence and shape their behavior.
This methodology allows you to detect > Empowered patients change the way
the structural and emotional needs of decisions are made about their health.
users and customers. It then helps you
to bring them front and center in your > Changing healthcare incentives
design process. A person’s decision- lead to the increased importance of
making process is complex and influenced adopting solutions and interventions.
by many factors, including– biases,
> Digital technologies disrupt the rules of
experiences, resources, and much more.
the game for all healthcare stakeholders.
This approach connects users’ actions
> There’s an increased interconnectedness
with their decision-making process,
between stakeholders since products and
uncovering opportunities to influence
services are no longer operating in silos.
behavior and designing the most
appropriate solutions. Behavior is the
missing component to turn your goals, Pharma and healthcare companies are
products, and services into a success. challenged to go beyond their comfort
“
zone and solve more holistic, population
health needs. Behavioral Design can help
bring a higher level of patient and provider
understanding, leading to increased value
Behavior is the for individuals and the system as a whole.
missing component What we’re talking about is a complete

paradigm shift, which requires full
to turn your understanding and integration
into the entire patient journey.
goals, products, “
and services
into a success.
Behavioral design value across patient journey

This impact map visualizes the value that behavioral design brings at different
stages of the patient journey. The pink line represents the value that a standard
healthcare or pharma portfolio creates at different parts of the journey. The blue
line represents the potential value that a portfolio can create when behavioral
design is applied, creating a more holistic portfolio. You can see the increase in
value at different sections by observing the shaded portion between the lines.
Behavioral
Value created for patients

design impact
maps
1 2 3 4 5
Wellness/ Pre-disease Diagnosis Treatment Post-treatment
Before we start talking about applying
prevention
Behavioral Design in your business, let’s
take a step back. It’s good to realize that,
by tackling behavioral design challenges, Value of behavioral design Current portfolio value Holistic portfolio value
it will be your patients who feel the biggest
impact in certain parts of the journey.
Every therapeutic area and individual 1 Wellness/Prevention: 4 Treatment

patient have their own unique story. So first, Improve and encourage healthy decision- Focus on improving the access,
let’s take a closer look at the overarching making, informed by an individual’s social experience, and adherence of treatment
patient journey. That will allow us to identify determinants and behavioral biases. designed around the nuances of patient
critical opportunities and dig deeper into behavior and decision making.
the importance of behavioral design. *Social determinants are the economic
and social conditions in which people
are born, live, work, and age.
5 Post-treatment
Support patients on their unique journey
after treatment. Depending on the
2 Pre-disease: circumstances, this can be a return to
Identify opportunities for interventions normalcy, chronic disease management,
that aim to reverse or mitigate the evolution or living as the disease progresses.
of conditions considered to be ‘in-between
states.’
3 Diagnosis:
Enable and motivate people to get
diagnostic screenings sooner, accelerating
the treatment timeframe and reducing
the risk of needing to address the
disease in an advanced state.
Impact maps for key therapeutic areas (TAs)
Now let’s take a look at some examples. We’ll focus on what these behavioral
design impact maps look like when applied to specific therapeutic areas.
What insights can you gain about the TA you are focused on?
Heart Disease
Diabetes

Wellness/ Pre-disease Diagnosis Treatment Management

prevention (Monitoring)
Wellness/ Pre-disease Diagnosis Treatment Management
prevention (Management) (Monitoring)
Value of behavioral design Current portfolio value Holistic portfolio value
Value of behavioral design Current portfolio value Holistic portfolio value
Behavioral Design can have a significant impact on the patient journey of heart
An individual’s decisions on the diabetes patient journey directly impact their health disease patients. In this area, disease prevention and management are primarily
outcomes. Therefore, solving behavioral design challenges in the wellness, pre-disease, and based on the patient’s decision-making. Offering solutions or interventions
management stages bring tremendous value to patients while at the same time ensuring that promote healthy behavior and lower the barrier to cardiovascular care
that your business is increasingly involved in the end-to-end diabetes patient journey. allows you to bridge the patient-value gap, before and after treatment.
Oncology Multiple Sclerosis


Wellness/ Pre-disease Diagnosis Treatment Post-treament Wellness Screening/ Diagnosis Treatment Post-treatment
prevention (Survivorship, Pre-disease (Living with disease,
living with disease, disease progression)
disease progression)
Value of behavioral design Current portfolio value Holistic portfolio value Value of behavioral design Current portfolio value Holistic portfolio value
The most significant opportunities of applying Behavioral Design to the oncology Behavioral Design supports patients in the Multiple Sclerosis (MS) journey through
journey are to promote behavior that reduces the risk of preventable cancers, the pre-diagnosis phases and improves post-treatment disease management. The
launch interventions that ensure earlier diagnoses, and support the psycho- MS journey is unique. Although there is no known prevention or cure, solutions
social needs of current or former cancer patients. This will have an impact based on Behavioral Design can improve a patient’s quality of life by enabling early
on both the individual experience and overall population health. intervention and proper monitoring are proven ways to slow disease progression.
A case: Insights uncovered in the Oncology Journey
In the Oncology space, it is critical to collect insights about people’s structural and emotional
needs before, during, and after they become patients. Below, we have drafted some model
behavioral design insights across the phases of a general oncology journey. As you read
them, consider how these insights would look for the disease area you’re focused on.
Oncology
3 4
5 Takeaways
2
Focus Bridge the gap Continuity

It is easy to get overwhelmed Behavioral Design will help Treatment is merely one part
with the sheer number and scale you bridge the gap between of a person’s life. Consider the
of patient needs requiring a latent patient needs and broader context of the treatment
Wellness/ Pre-disease Diagnosis Treatment Post-treatment
prevention (Survivorship, solution. Instead, focus on those how to solve them through for addressing touchpoints
living with disease, moments of the journey where targeted behavioral change. within and across the journey.
disease progression)
you can effectively influence their
Current portfolio value Holistic portfolio value decisions, biases, and resources.
1 2 3 4 5
Healthy people Denial is a Cancer patients Cancer patients Cancer survivors
exhibit biases big barrier for have many strive to are motivated
that prevent them somebody to take concerns beyond maintain a sense to inspire and
from proactively the first steps their disease of normalcy educate others
paying attention to seek medical that keep them as a coping based on their
to their up at night mechanism to own experience
cancer risk
attention about a
potential cancer their disease Advancement Early intervention Holism
symptom Behavioral Design helps Individual behavior in the early Behavioral Design helps you
Even
businesses bring value to stages of the journey can help maintain a holistic view of your
though people The current Cancer patients The return to a Survivors can patients in areas related and positively alter the trajectory of patients. Patients are more than
are aware of healthcare system are lacking routine life after advocate for adjacent to their core business. the treatment journey. Focus on their disease, and your services
how unhealthy makes early resources to intensive cancer healthy lifestyles
behavior cancer screenings support their treatment can and create
Use it to detect opportunities influencing early behavior to bring should be strategized and
contirbute to inaccessible for mental well- feel chaotic and awareness and diversify your offerings. value to the overall patient journey. designed with this in mind.
cancer risk, they many looking being during this frustrating around health
have difficulty for them challenging time monitoring
changing their
habits
Behavioral design framework Behavioral design framework
BEHAVIORAL DESIGN FRAMEWORK
Methods and tools to apply

behavioral design
All right, we’ve now tackled the Finally, we’ve created a case involving
importance of applying behavioral design a woman called Mei. Read it with the
in health. Now, the question remains: critical behavioral design concepts in
how do you use this methodology mind, and use it as a learning exercise
to increase your business’s value for to practice your new skill set.
patients and the larger health system?
At the end of this section, you’ll get
That specific value you are expected to acquainted with new tools that we have
create looks different than it has in the past. created to use. They will serve as the
As a business leader and health innovator, first step on your journey to integrating
you are tasked with solving a wider range of this methodology into your innovations.
challenges. These go far beyond your core Download the Patient Behavior Journey Map
portfolio and current business models. and Behavioral Challenge Statement Builder
tools, and feel free to use them for both
Behavioral design and the methods your new and existing innovation initiatives.
touched on in this section will serve
you well during that exploration.
Here’s what you’ll learn
“
First, we will introduce concepts critical
to re-framing your approach to patient-
centricity through behavioral design.
> Social Determinants of Health (SDH)

As a business
> Behavioral biases
leader and health
innovator, you are
> Factors for intervention
tasked with solving
Next, we will share our Behavioral Design
Framework with each step’s associated tools a wider range of
and recommendations. The framework is
divided into two spaces: the problem space
challenges. These
and the intervention space. The framework
will help you understand how Behavioral
go far beyond
Design can differ from other innovation your core portfolio
methodologies you may be familiar with.
and current “
business models.
Influencers of patient behavior Behavioral challenge

Let’s start by breaking down three influencers of patient behavior: Social
Determinants of Health, Behavioral Biases, and Factors for Intervention.
They are related, but each brings a new perspective so it important to first
statements
explore each separately before drawing connections between them.
When exploring and designing for behavior change, it is crucial to ensure your
solution space is scoped to set you up for success. In Design Thinking, you craft a
How Might We (HMW) statement in the defining phase. In Behavioral Design, you
develop a Behavioral Design Challenge Statement during the re-framing phase.
1. Social Determinants of Health (SDH)
According to the World Health Organization, SDH are “the non-medical factors that influence health
outcomes.” These are prevailing conditions where people live, learn, work, and grow, including
Template to craft a Behavioral Challenge Statement:
systems that influence them. A few examples of SDH include income, education, job security, food
security, housing, social inclusion, and access to health services.
SDH provide critical user context for the behavioral design framework.
[Action] [key intervention trigger] for

> Problem space: understanding the environment in which somebody lives and makes
decisions can help you to understand the influencers driving a specific behavior
[subject within context]
to [behavioral change]
> Intervention space: interventions need to be designed and tested in the context of
a patient’s SDH to evaluate the potential success of creating behavioral change
in order to [business opportunity].

2. Behavioral Biases
Behavioral biases are the unconscious influencers that inform peoples’ decision-making.
Human decision-making is rarely rational. Therefore, the cognitive and emotional biases at
play need to be identified and taken into account. These biases will become evident with
strong behavioral design practices during exploration.
Let’s break down each component...
There are nine biases influencing health behavior. Read more about each of them > Action: the impact you aspire to have on > Behavioral change: the desired change
by downloading the Behavioral Biases Poster. For now, read about two of them. the intervention trigger. This is typically in behavior you aspire to create.
a verb that signifies a direction such as
> Ostriching: burying one’s head in the sand as a mechanism increase, reduce, elevate, amplify, etc. > Business opportunity: how the outcome
to actively avoid negative news or information. of the expected change in behavior
> Intervention trigger: the behavioral results in a business opportunity.
> Scarcity: a chronic lack of resources leads individuals to focus attribute of focus for your challenge.
their attention on immediate needs as opposed to
This can either bring focus to Use this structure as a guide but don’t let
long-term ones.
changing the capability, opportunity, it get in the way of your progress. The key
or motivation of the subject. is to make sure that the intervention space
is focused on a clear behavioral change.
3. Factors for Intervention > Subject within context: whose behavior
To design a successful intervention, you need to understand what needs to change. The are you influencing and within what
COM-B model of behavior we use identifies capability, opportunity, and motivation as specific context. Without the context, the
the three factors required to create behavioral change. Your lessons about an individual’s subject is at risk of being too general.
SDHs and biases should inform the factors in which you prioritize influencing.
> Capability: attributes of a person’s physical and psychological abilities

i.e., memory, literacy, vision, talent
Example:
> Opportunity: attributes of a person’s context within their environment Let’s translate one of the uncovered oncology insights into a behavioral challenge statement.
i.e., financial resources, social support, cultural expectations
Insight: Denial is a significant barrier for somebody to take the first steps to
> Motivation: both the conscious and unconscious mental processes seek medical attention about a potential cancer symptom.
that drive behavior, i.e., desires, biases, habits, priorities
Behavioral challenge statement: Increase the motivation of people who are in denial of the signs and symptoms
of cancer to seek medical attention so that they can receive the proper diagnosis and guidance sooner.
These triggers will serve as the basis for the Behavioral Challenge
statements that will drive your focus in the intervention space.
Problem space Intervention space

Refine
Scope Explore Detect Reframe Design Intervene Adapt Reflect
Refine
Context and scoping of Explore the behaviors Detect key insights that Define your solution Hypothesize Intervene in context and Decide how intervention Contemplate how
an opportunity space and decisions of explain why people space with a behavioral concepts to solve observe behavior change lessons inform concept successful intervention
key stakeholders behave the way they do challenge statement behavioral challenge adaptations will alter problem space
Outcome Outcome
Scoped opportunity Identification of Promising insights that A behavioral challenge Prototypes that can Completed experiments Analysis of the impact of An articulation of
aligned to strategic the behaviors and uncover how people statement that includes test whether an in which interventions the intervention the relationship
business objectives decisions of patients make decisions at critical a key intervention intervention produces are tested and to make an evidence- between problem and
and stakeholders within points on the journey trigger and expected a behavioral change. observed in context based decision intervention spaces in
your opportunity space behavioral change from learnings regard to the behavior
change challenge
Tools / strategies Tools / strategies

> Scoping canvas > Patient Behavior > Patient Behavior > Behavioral Challenge > Experiment Picker > Build it, break it, fix it > Validation tools > Ballpark Figures
Journey Map Journey Map Statement Builder Flowchart & Cards
> Problem sizing canvas > Prototyping Tools > Qual/Quant Analysis > Strategic Roadmap
> Customer empathy > Linear Unpacking > Ideation tools such as
> Ecosystem mapping mapping & canvas Opposite Thinking > Growth hacking > Conjoint analysis > SDG Impact Wheel
> Qual/Quant Analysis
> Innovation DNA > Assumption mapper > How-Now-Wow matrix > Solution interview > Linear unpacking > Ecosystem mapping
> Extreme User Map script
> Ethnographic > Assumptions mapper
Research
Recommendation Recommendation
A powerful scope should Put aside all the Actions do not tell Where possible, craft Diversify the way Observe, immerse, and Set a quantitative Problems and solutions
challenge your business’ assumptions you you the Why behind multiple challenge you collect ideas to converse with the users hypothesis for your evolve in conjunction.
status quo - Where have about how you a decision. Challenge statements across solve your behavioral of your interventions. experiment to use for Look at the bigger
does your business think people behave. yourself to get into the three intervention challenge. New formats, At the same time, decision making. It picture to prepare for
dare to venture? Have them show the patient’s mindset triggers to bring a people, and stimulus. make sure to keep your will help bring a less how an intervention will
you, not tell you. at critical moments more holistic context focus on the impact biased benchmark to create ripple effects
of contemplation. to the scoped on decision making define your next steps. in the ecosystem.
intervention space.
A case: Mei’s story Every decision has an impact
Put your Behavioral Design glasses on has left her with significant pain. At that Throughout, Mei felt the pressures of
when you read this story about Mei’s time, she didn’t pay much attention to it being a strong mother, dedicated wife,
health journey. This fictitious case is a and assumed it would go away over time. and good employee. Now, at the age
learning opportunity that allows you to of 37, Mei faces an uncertain future with
practice some of the new concepts this debilitating osteoarthritis on the hip
playbook has introduced. Keep an eye One year after her delivery, Mei decided that wasn’t replaced and a damaged
out for for social determinants, behavioral to bring up the pain during a visit to a gastric system with the constant threat
biases, and intervention triggers. doctor with whom she has a professional of developing cancerous tissue.
relationship. A CAT scan revealed that
she had signs of arthritis in her hips. It was
On the next page, you will find thought- recommended to Mei that she adjust her Today, Mei has had to make many
provoking questions that help you reflect on lifestyle accordingly. However, due to the adjustments to her lifestyle to manage
this story. stress of daily life, it was difficult for her to her mobility challenges better,
adapt appropriately. accommodate her endless doctor
visits, and adapt to the heightened
Where it all began scrutiny of her exercise and nutrition.
Emotions informing decisions
Mei is a 37-year-old accountant living in
Singapore. She is married to her husband, The pain continued to worsen, but she felt
Alex, and is a mother to beautiful five-year- ashamed to raise the issue again with her
old twins. Mei tries to work out when she doctor. After all, she had not followed his
has the time. She loves to run or swim but original recommendations. She decided
struggles to find time between working long to begin taking medication to alleviate
Provocations
hours and her dedication to her family. her symptoms. In addition, the online
information she read about her pain and
the possible next steps terrified her. After
The birth of Mei’s twins went well, but the all, she has a job and family to manage.
strain delivering the babies put on her hips
After a while, Mei realized she was delaying After reading Mei’s health journey, consider the
the inevitable. She decided to seek medical
attention, which led her to the decision to following through a behavioral design lens...
get a hip replacement. After one hip was
replaced, the pain persisted in the other.
Pain medication became a part of her daily 1 What social determinants are key influencers in Mei’s health journey?
routine. It was the only solution she felt
would allow her to maintain her everyday
life and still live up to her responsibilities. 2 What behavioral biases can you spot in Mei’s decision making?
Fast forward. After a couple of years,

Mei started to experience persisting, 3 What are two pivotal moments of contemplation in
stinging stomach pain. After bringing it which Mei made decisions about her health?
up with her doctor, he referred her to a
gastroenterologist. She diagnosed her
with severe and irreversible damage to 4 If you were to conduct behavioral design research,
her gastric mucosa. That was a result of what parts of Mei’s journey would you focus on?
her painkiller use. It also meant that she
could no longer take pain medication.
Patient Behavior Behavioral Challenge

Journey Map Statement Builder
Capture the patient experience through a behavioral design perspective. This tool puts Use this tool to translate your understanding of the patient into a well-crafted
emphasis on the critical decisions of a patient to ensure that you have a holistic patient behavioral challenge statement. This template is critical to ensure proper evaluation
understanding and that your solutions will effectively influence decision making. of the problem space and a successful establishment of the intervention space.
Download tool Download tool
What is this for? What is this for? Step-by-step guide
The Patient Behavior Journey Map > Identify unknowns and areas of The Behavioral Challenge Statement > Prioritize the patient decisions from
is designed for you to capture the uncertainty within the journey Builder tool is designed to connect the journey map tool based on the
activities, decisions, influencers of learnings from behavioral design research importance of the decision and the level
patients. It is also to be used to identify > Conduct exploratory ethnographic into a useful statement to help scope the of support required to inform the decision
the unknowns and areas of uncertainty research with target patients and intervention space. Without it, you run
to trigger additional exploration. stakeholders to dig deeper into the risk of creating solutions that might > Identify the intervention trigger
decisions and influencers disregard the behavioral aspects to a (capability, opportunity, or motivation)
Step-by-step guide person’s activities and decision making. required for each critical decision
> Refine journey map based on learning
> Scope the depth of the journey > Draft the behavioral design
that is important for your > Repeat until you are able to prioritize challenge statement based on
strategic business objectives key decisions and can articulate the provided template
the underlying influencers, social
> Map the hypothetical patient journey determinants, and biases of each > Create statements for each prioritized
on this tool. This is what you believe to decision and use these as input to the
be true that needs to be validated design phase of the intervention space.
Moving from theory to action Moving from theory to action
MOVING FROM THEORY TO ACTION
It’s time to start leveraging

patient insights
We started this playbook by detailing why influencing human behavior to promote
today’s pharmaceutical and healthcare an increase in health-first decision-making
industries are well suited to disrupt the will always be the most powerful tool in
health ecosystem by applying behavioral healthcare. Organizations that can leverage
design methods. human insights will be best prepared for
the ever-changing health landscape.
It is likely that these trends (empowered
patients, new incentive models, digital tech,
unprecedented collaborations) are familiar What’s next?
to you. However, if there’s one takeaway
this report can give you, it’s that these Now it’s time to consider how the
modern healthcare challenges require the lessons from this report can impact
development of solutions that interrupt the scope of your responsibilities.
your existing processes and need new
capabilities. > On a strategic level, you may contemplate
how to explore opportunities
Behavioral Design is one of the capabilities beyond your core business.
that will be an asset for you as your
products, services, and portfolios disrupt > On a product or program level, you
and are disrupted. Understanding and might identify the best way to apply
these methods to your customer
challenge or innovative solution.
> On a corporate innovation level, you may
“
be eager to integrate these ideas into
an innovative and ready-to-use format.
By mapping, analysing, and understanding

Understanding the drivers behind human behavior, you’ll
be able to fully adapt your way of working
and influencing and services to meet your customers’
human behavior to needs. While at the same time increasing

the impact of your business solutions
encourage health- and positively influencing the health of
the population you’re invested in.
first decision- Whatever your specific business challenge
making is the might be, behavioral design methods
most powerful
tool in healthcare
“ are the solution to bringing value to
your customers – and your business.
Frequently asked Additional downloads to inspire

questions (FAQ) Patient Behavior Behavioral Challenge
Journey Map Statement Builder
Let Board of Innovation’s healthcare and life science innovation consultants answer your
questions. These are some of the common questions we receive from clients who are
on a mission to boost their value to patients and the larger healthcare ecosystem.
What is the difference between Behavioral

Design and Design Thinking?
Behavioral Design acts like a lens through which you can view Design
Thinking to make your user and patient lessons more actionable. Rather
than empathizing to understand pains and gains, Behavioral Design
sheds a spotlight on decision making. That means that your interventions
Jennifer, are designed to change behavior. Behavioral Design will give your team
Principal Innovation more certainty that your solution will lead to measurable impact. Download tool Download tool
Consultant, Americas
What is the role of doctors in 9 Behavioral Biases Go-to-market strategy cards

understanding patient behavior? in Health
We want to understand the complete ecosystem around the patient.
By using the power of influencers in a patient’s life (i.e., doctors,
caregivers, support networks, etc.), we want them to make better-
informed decisions about health. Doctors can undoubtedly be a
significant influencer in the patient’s life. However, the patient-doctor
William,
relationship should be evaluated uniquely depending on the journey
phase, patient social determinants, and innate biases. In fact, Behavioral Director, APAC
Design applies to B2B challenges as well. It is just a matter of re-framing
the decision-maker and the ecosystem of influencers around them.
What are the deliverables of Behavioral

Design programs? Download tool Download tool
The outcome of our program is a tested, refined solution that proves to
positively influence the behavior of the user or patient. We also work with
leaders responsible for innovation across a therapeutic area portfolio.
In that case, the outcome may be research-based behavioral design
Carolina,
Business Designer,
challenges to inform the business’ strategic positioning and innovation Customer empathy map Health business model examples
initiatives. Behavioral Design will help you increase the value you create
Europe for your patients and customers, regardless of your innovation level.
Will my organization get value from

applying Behavioral Design to our work?
Absolutely! If you are in the business of improving health outcomes, this
methodology is certainly useful. Behavioral Design boils down to how you
integrate human behavior into your methods of improving health outcomes.
There are new ways of thinking and working that come with the process. Our
expert innovation consultants are committed to leading you and your teams Bryan,
through the process in an impactful, transparent, and empowering way. Health Innovation Lead
Download tool Download tool

Have more questions?
Contact us!
Moving from theory to action
Our work
Helping leaders shape the future of healthcare Transforming healthcare

ecosystems
Board of innovation is a strategy and business design firm. We partner with the world’s
largest organizations to solve their biggest challenges through meaningful innovation. Board of Innovation is working with Roche
on several projects across their innovation
New York | Amsterdam | Singapore | Antwerp journey focused on transforming healthcare
ecosystems. Together we are using an
outside-in approach and focusing on
solving the unmet needs of patients to make See project cases here
Contact us! healthcare more sustainable and accessible.
Our expertise in health
Future-proof health strategy Patient and HCP journey design Define a bold innovation and
launch excellence strategy
Evaluate a health portfolio and understand Define the current and future patient/
Board of Innovation is working with
impacts of changing behaviors, complex HCP journey and identify non-obvious
AstraZeneca on defining and executing on
health ecosystems and technology shifts opportunities to optimize care delivery
strategic initiatives as well as embedding
the right mindset and tools into the team to
achieve superior launches. The structured
Health validation & Launch readiness & strategy and business design sprints are
designed to prioritize co-creation, bias
experimentation patient activation towards action, and a focus on learning.
See project cases here
Validate and refine your new health concepts Prepare the successful launch of
through validation and experimentation assets and solutions with behavior
design and rapid validation
TOP 10 PHARMA
Future state patient journeys

in vaccine
Together with a top 10 pharmaceutical
company, Board of Innovation applied
Our clients behavioral design principles to define
the future state patient journey
in preparation for the launch of a
new vaccine in four countries.
After conducting extensive cross-

market, exploratory research with
patients and consumers, solutions were
designed and tested to ensure product-
market fit across the countries.
28 www.boardofinnovation.com/health-playbook 29
Authors
Bryan Berger, Robin Pohl,
Health Innovation Lead Innovation Strategist
Roberto Pozo Rubio, Juliana Gómez,

Innovation Strategist Visual Designer
& prototyper
We’d love to hear from you
Let’s chat!
Sources
> Jacobs, M. L., et al. “Articulating a Patient- > Pinto, Diana, and Pablo Ibarraran.
Centered Design Space for Cancer “Applying Behavioral Tools to the
Journeys.” EAI Endorsed Transactions Design of Health Projects.” Inter-
on Pervasive Health and Technology, American Development Bank,
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doi:10.4108/eai.21-3-2017.152394. publications/english/document/
Applying-Behavioral-Tools-to-the-
> Kwan, Y. H., et al. “A Systematic Review Design-of-Health-Projects.pdf.
of Nudge Theories and Strategies
Used to Influence Adult Health > “Social Determinants of Health.”
Behaviour and Outcome in Diabetes World Health Organization, World
Management.” Diabetes & Metabolism, Health Organization, 30 May 2019,
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Moving from theory to action
32 www.boardofinnovation.com/health-playbook

Behavioral Health Design Playbook - Board of Innovation

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What is the purpose of the playbook?

What is the purpose of the playbook?

What methodology does the playbook focus on and why?

What methodology does the playbook focus on and why?

Behavioral Health

05 Welcome! Playbook introduction

07 The power of Behavioral Design

> It’s all about patient decision-making

> Behavioral design impact maps

> A case: Insights uncovered in the Oncology Journey

15 Behavioral Design Framework

> Influencers of patient behavior

> Behavioral challenge statements

> Behavioral design framework

> A case: Mei’s story

> Downloadable Behavioral Design tools

25 From theory to action

> It’s time to start leveraging patient insights

> Frequently asked questions (FAQ)

> Additional downloads to insprie

28 Board of Innovation and our work

What is this playbook about? Why did we create

Who can benefit from

This playbook was created for innovators

THE POWER OF BEHAVIORAL DESIGN

It’s all about patient

Behavioral Design helps you to understand Are you keeping up with

missing component What we’re talking about is a complete

Behavioral design value across patient journey

Value created for patients

Every therapeutic area and individual 1 Wellness/Prevention: 4 Treatment

Impact maps for key therapeutic areas (TAs)

Value created for patients

Wellness/ Pre-disease Diagnosis Treatment Management

Value of behavioral design Current portfolio value Holistic portfolio value

Value of behavioral design Current portfolio value Holistic portfolio value

Oncology Multiple Sclerosis

Value created for patients

A case: Insights uncovered in the Oncology Journey

Focus Bridge the gap Continuity

BEHAVIORAL DESIGN FRAMEWORK

Methods and tools to apply

Here’s what you’ll learn

> Social Determinants of Health (SDH)

Influencers of patient behavior Behavioral challenge

[Action] [key intervention trigger] for

in order to [business opportunity].

> Capability: attributes of a person’s physical and psychological abilities

Problem space Intervention space

Scope Explore Detect Reframe Design Intervene Adapt Reﬂect

Tools / strategies Tools / strategies

A case: Mei’s story Every decision has an impact

Fast forward. After a couple of years,

Patient Behavior Behavioral Challenge

Download tool Download tool

What is this for? What is this for? Step-by-step guide

MOVING FROM THEORY TO ACTION

It’s time to start leveraging

> On a corporate innovation level, you may