行为经济学对卫生政策的启示:应用、评价与展望

The Enlightenment of Behavioral Economics to Health Policy: Application, Evaluation and Prospect

行为经济学对个体决策与行为规律的研究为公共政策的制定提供了新的视角与方法。基于有限理性、框架效应、易得性启发式和有限意志力等行为经济学理论的医疗卫生助推政策,在医保政策流程优化与参保行为促进、器官捐赠率的提高、健康教育宣传与健康行为干预方面取得了良好的政策效果。医疗卫生领域的助推政策可能会带来无法提升个体效用、过度助推、成本效率分析研究缺乏和伦理问题。公式化的行为规律在医疗卫生领域的运用与实验研究是未来的发展方向。

Based on the research of individual＇s behavior patterns, behavioral economics provided new perspectives and methods for the formulation of public policies. The nudge policies, based on the bounded rationality, framing effect, heuristics and limited willpower theory, had achieved good policy result in the medical insurance policy process optimization and health insurance behavior promotion, increase in organ donation rate, health education propaganda and health behavioral interventions. The nudge in the health policy might bring about failure to enhance individual utility, excessive nudge, lack of cost-effectiveness analysis and ethical issues. Formulated behavioral laws and experimental research in the field of health care were the future direction of development.