Pilot study to reduce ageism and improve the patient experience in Primary Healthcare: A behavioral application

Abstract

According to the latest study on Ageism carried out in Spain among people over 65 years of age, the most frequent situation of age discrimination occurs in Primary Healthcare when a doctor justifies ailments as “things of age.” The objective of this pilot study was to apply tools and methodologies of Behavioral Economics to design behavioral interventions aimed at reducing ageism in Primary Healthcare consultations and improving the patient experience. Seventeen intervention initiatives were designed based on nudges, boosting, personalization, social norms, social prestige and the principle of commitment. Initiatives were filtered through an impact and effort matrix. The finalist interventions most valued by Primary Healthcare doctors were those based on personalization, social norms and the principle of commitment. The proposal for a new medical consultation protocol based on the knowledge of Behavioral Economics was positively valued by doctors and seniors surveyed. It is concluded that the methodologies and tools of Behavioral Economics can be applied in the field of Health to reduce situations of ageism and improve the patient experience.