Health
Designing Healthier Experiences — with Behavioural Intelligence
In health, every decision can impact wellbeing — yet patients and consumers are often overwhelmed, under-informed, or disengaged. At Cowry, we apply Behavioural Intelligence to shape health journeys that feel simpler, more supportive, and more actionable — from prevention to treatment to care.
We’ve supported pharmaceutical, healthcare, and insurance organisations to improve outcomes by making communications more human, pathways more intuitive, and services more effective.
Designing Healthier Experiences with Behavioural Intelligence
In health, every decision can impact wellbeing, yet patients and consumers are often overwhelmed, under-informed, or disengaged. At Cowry, we apply Behavioural Intelligence to shape health journeys that feel simpler, more supportive, and more actionable. From prevention to treatment to care.
Common challenges we solve
Preventative behaviours
Driving uptake of preventative health behaviours (e.g., screening, vaccination)
Journey simplification
Simplifying complex treatment or insurance journeys
Appointment adherence
Reducing missed appointments, confusion and drop-off
Compassionate communications
Communicating sensitive or emotional topics in clear and empathetic ways
Digital health
Improving digital health experience usability and engagement
Health compliance
Ensuring compliance with MHRA, FCA and other regulatory standards
Industry relevant initiatives
We help health clients to
Change behaviour
Behavioural change strategies for vaccination and screening uptake
Optimise onboarding
Health insurance onboarding and claims simplification
Uncover friction
Behavioural audits for pharmaceutical communications
Embed accessibility
Emotional and cognitive accessibility in patient journeys
Trusted by major brands
Impact we’ve delivered
from behaviourally optimised communications
working at height on a construction site due to behavioural incentive scheme & environmental nudges implemented
sales through in-store optimisations and behavioural re-designs
in agreement that cigarette butts are litter
Behavioural
science in action
Discover how we helped Overbury
transform site safety, reducing unsafe
behaviours by 93%, by designing
environments that support better
decisions under pressure.
Why it works
We combine behavioural science, patient-centred design and neurodesign to create experiences that support real-world health behaviours, even in complex and constrained environments.
- We design for habits, not just moments – Health behaviours are repetitive and often ingrained. We design interventions that fit into existing routines, making positive behaviours easier to start and sustain over time.
- We work within real-world constraints – From clinical processes to regulatory requirements, we design solutions that work within systems so they can be implemented and scaled in practice.
- We support vulnerable and non-disclosing users – Not everyone will ask for help. We design journeys and communications that reduce stigma, build trust and support people even when they do not explicitly disclose their needs.