Hyper-Personalized Behavioral Design: Interview With Lirio’s CEO Marten Den Haring

Of all the companies claiming to achieve hyper-personalization through behavioral science and artificial intelligence, Lirio seems to be the one actually doing it. Marten den Haring, now CEO, joined Lirio as Chief Product Officer in 2019, and has spent the past 5 years building and launching the platform and its personalization engine to drive meaningful behavior change in healthcare.

In this interview, Marten den Haring shares how he combines behavioral science and AI to design for health behavior change, and specifically how Lirio uses behavior change techniques such as “pros and cons awareness” to achieve an outsized impact in healthcare.So, as you know, I'm Dutch. You probably associate The Netherlands with things like flowers, cheese, football , cycling, speed skating, etc. You may even know that the Dutch are considered the tallest people in the world.

For example, one health system asked us to engage their diabetic patients who hadn’t seen a primary care provider in several years, putting them well overdue on diabetes well visits. The health system had tried every tactic in their arsenal but was unable to engage these patients – to the extent that they believed a 2% conversion would be a worthy target.

When we looked at which types of behavior change techniques were most effective at nudging patients to attend a primary care visit, many of them were designed to address barriers around awareness of the need for diabetes-specific primary care. One of the most successful nudges used the BCT of “pros and cons,” which we leveraged to emphasize the specific benefits of seeing a doctor for a diabetes well visit.

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