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How Long Do Nudges Last?
Positive Behavior Persistence in a Targeted Medicaid Population

How long do the positive effects of a behavioral “nudge” campaign meant to direct members to a more optimal care setting (such as calling the nurse hotline instead of visiting the ER) last without any additional interventions in the target population?

This study assesses the persistence of messages (or “nudges”) in a campaign designed to reduce avoidable ER visits in a targeted Medicaid population at a Colorado health plan. The study found that significant and causal positive lift for ER visits (reduction in the trial population visits vs. the control group) continued to be measured four to six months after initial messaging and provides analysis for the optimal period between messaging interventions (nudges).