It is no secret that we humans aren’t always great at making rational decisions, especially when it comes to our health and well-being. Some recent analysis of consumer selection of health plans through exchanges suggests that free choice led to outcomes that were no better than random selection! Too often, we expect that if we provide consumers with all the information about their options, they will make a rational choice. We also know that traditional marketing tactics haven’t always driven the impact we’d hope for when it comes to helping consumers making healthier choices. We believe that while most tactics leverage rational and emotional drivers of behavior, they ignore established subconscious biases that can actually have a bigger influence on decision making.