The Behaviorome in Precision Medicine

Kevin Schulman, M.D.
Professor of Medicine (Hospital Medicine)
Professor of Economics at the Graduate School of Business
Stanford University
 

Please see zoom details below:
Meeting URL: https://stanford.zoom.us/j/514973612
Dial: +1 650 724 9799 (US, Canada, Caribbean Toll) or +1 833 302 1536 (US, Canada, Caribbean Toll Free)
Meeting ID: 514 973 612

Tuesday, April 21, 2020
11:00am - 12:00pm Seminar & Discussion


ABSTRACT
The revolution in biomedical technology that is allowing us to develop the concept of precision medicine has a fatal flaw. Medical science has focused on risk prediction in the hopes of using risk information to influence health behaviors. However, there is little evidence to support the notion that risk information alone influences individual behavior at scale. Concurrent with the development of the field of precision medicine is an even larger revolution in understanding of the behavior of populations using digital technology. Marketing, the science underlying these advances, offers tools and insights to help guide our understanding of how to translate risk information into behavior change. To date, marketing has been used for mass-customization of products and services outside of clinical medicine. For example, each of us has the opportunity to enjoy streaming video programs that suit our tastes and desires. This delightful consumer experience developed in an iterative fashion based on tight linkages between prediction and behavior. In this case, data are used to develop population segments that are likely to respond similarly to movie suggestions. In this talk, we’ll discuss how a better understanding of behavior in the health care realm, the Behaviorome, will help solve the last mile problem of Precision Medicine.


ABOUT KEVIN SCHULMAN
Dr. Schulman was appointed as Professor of Medicine, Associate Chair of Business Development and Strategy in the Department of Medicine, Director of Industry Partnerships and Education for the Clinical Excellence Research Center (CERC) at the Stanford University School of Medicine, and, by courtesy, Professor of Economics at Stanford’s Graduate School of Business in June, 2018.

Dr. Schulman’s research interests include organizational innovation in health care, health care policy and health economics. With 300 original articles, 80 review articles/commentaries, and 40 case studies/book chapters, Kevin Schulman has had a broad impact on health policy (h-index = 61). His peer-reviewed articles have appeared in the New England Journal of Medicine, JAMA, and Annals of Internal Medicine. He is a member of the editorial/advisory boards of the American Heart Journal, Health Policy, Management and Innovation (www.HMPI.Org), and Senior Associate Editor of Health Services Research.

At Duke’s Fuqua School of Business, Dr. Schulman oversaw the growth of the health sector management program, graduating almost 1500 students. He is the Founding Director of the unique Master of Management in Clinical Informatics program (MMCi), originally offered through the Fuqua School of Business and now housed in the Duke University School of Medicine. He has served as a Visiting Professor in General Management at Harvard Business School from 2013-2016, and a visiting scholar from 2016-2018.

He is the Founding President of the Business School Alliance for Health Management (http://www.BAHM-Alliance.Org), which is a consortium of the leading business schools offering health management programs.

He is an elected member of ASCI and AAP.



Hosted by: Sanjiv Sam Gambhir, M.D., Ph.D.
Sponsored by the PHIND Center and Department of Radiology