The Alliance, a not-for-profit cooperative that helps employers save on health care, announced Tuesday it is launching a multi-year research initiative in collaboration with consumer behavior expert Jonah Berger.
The goal is to make health care more affordable.
“The catalyst for change pilot will explore how targeted communication strategies, decision support tools and other behavior-based approaches can improve health care decision-making and utilization — ultimately lowering costs for employers, their employees and the broader health care ecosystem,” the Alliance said in a statement.
Berger, a professor at the Wharton School of the University of Pennsylvania and a best-selling author, will lend his expertise throughout the initiative.
The effort aligns with the Alliance’s mission to move health care forward by controlling costs, improving quality and engaging individuals in their health, according to Alliance President and CEO Curt Kubiak.
“Today’s health care challenges are rooted in a complex infrastructure created by years of prior decisions. Real change requires new thinking — and a willingness to test, learn and adapt,” Kubiak said in a statement. “By bringing behavioral science into the equation, we have an opportunity to fundamentally shift how health care decisions are made and what they ultimately cost for employers and their employees.”
The Alliance is recruiting a select group of employers, providers, third-party administrators and brokers within its network to participate in the initial phase of the initiative.
Interested organizations can apply online through May 22.
Those chosen will test strategies, share insights and consult with the Alliance and Berger from June 2026 through April 2027. The work will inform future strategies and be shared with the Alliance’s membership and partners.
Following the initial phase, the Alliance plans to expand the research through additional rounds with new partners.
