Exciting New Partnership to Drive Uptake in Digital Health Using AI

Exciting New Partnership to Drive Uptake in Digital Health Using AI

You just invested in a new tobacco cessation program. Your next challenge is to get the word out to the people that need it.

Which tactics will you use…a quit smoking poster, a flyer, or maybe a lunch-and-learn?

These strategies all have their role and will reach some of your population, some of the time.

However, they are one-size-fits-all. These approaches won’t have the same impact as communications that are customized to each individual and their unique wellness journey.

For example, an outreach strategy to promote a tobacco cessation program to a healthy 28-year-old woman who vapes should be different than one designed for an obese 60-year-old man who has been a lifelong smoker and recently had heart surgery.

Likewise, messaging to individuals living in a rural community whose family and friends commonly use tobacco should look different than messaging to those living in an urban community with comprehensive smokefree laws where smoking is uncommon.

The question is how to do this at scale.

This is where the power of artificial intelligence (AI) and machine learning can supercharge our tobacco cessation program in new and exciting ways.

Exciting New Partnership to Expand Reach

The EX Program is partnering with Lirio, a behavioral science tech company, to expand our member marketing capabilities. Through this partnership, we’ll harness the power of AI to drive even greater reach of our tobacco cessation program to employees and members.

Lirio’s personalization engine for digital health combines behavioral science and AI to automate and scale unique consumer health journeys through its Precision Nudging™ interventions.

Through this engine, Lirio builds a deep understanding of the whole person, their environment, and what motivates them or holds them back from specific behaviors.

As these factors change and evolve, the Lirio engine continuously learns to more effectively align with an individual’s motivations as it interacts with them. At the same time, the engine looks for patterns that can be further applied at the population level.

“Tobacco users often have other health concerns that may impact whether quitting tobacco is a priority. Many tobacco users feel demoralized when they think about quitting based on previous failed quit attempts. And, many tobacco users also expect to be met with judgment and shame for their addiction. We are excited to partner with Lirio to create messaging that breaks through these barriers and showcases how EX Program can create a path to a tobacco-free life,” said Dr. Amanda Graham, Chief of Innovations at Truth Initiative and head of the EX Program.

The Lirio engine is grounded in 4 key steps: Step 1: Know the consumer Data on the sociodemographic, clinical, financial, and historical engagement patterns of individuals help Lirio build a holistic view of consumers. Step 2: Deploy behavioral interventions Lirio carefully blends behavioral science with machine learning to optimize the content, channel, and timing of interventions to maximize the likelihood of behavior change. Step 3: Learn from consumer behavior Over time, the Lirio engine learns what makes consumers tick, which barriers prevent them from taking action, and which behavioral interventions will connect with their motivations. Step 4: Move consumers toward better outcomes Progressively smarter personalization helps Lirio build rich behavioral profiles and informs future interventions tailored to each individual user, at scale. This leads to better health outcomes for both individuals and populations.

Lirio’s Successful Track Record

In addition to our partnership, Lirio has a track record of delivering powerful results for other clients across a range of thorny health challenges:

  • For a large regional healthcare system, Lirio Precision Nudging increased mammography screening in a population of overdue women by 8 percentage points over 12 months.
  • For a healthcare system in a southern state with lower levels of COVID-19 vaccination compared to the national average, Lirio spurred 112,000 people to get vaccinated.
  • Among people with diabetes who were completely unengaged with their health system, Lirio moved 87% of them toward regular primary care physician visits based on their biometric readings.

“The tobacco epidemic remains one of the biggest public health threats facing our communities,” said Marten den Haring, Lirio CEO. “Getting proven treatments into the hands of tobacco users is key to making progress on reducing tobacco-related disease, death, and costs. We are proud to partner with the EX Program to improve our nation’s health.”

To learn more about how the EX Program engages individuals in living free from smoking, vaping, and nicotine, please contact us today.

Human Resources Today