HealthcarePapers 12(4) December 2012 : 48-52.doi:10.12927/hcpap.2013.23224

To Nudge or Not to Nudge – That Is Not the Question

Mike Kennedy


Employers recognize that the cost of ill-health remains one open to modification. As such, well-designed health promotion programs have a place on the agenda of workplaces. Beyond awareness and education, however, sustainable and effective change in health status and related cost require changes in behaviour. With a deeper understanding of the individual, as well as the incentive (both financial and non-financial) that motivates him or her, achieving significant and sustained behaviour change becomes more realistic.



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