Then there are things that are more complex and I'll give you one example from study we did with the large a GMO and this HMO sent people in notification saying you have an appointment to meet a specialist in Five days in two days. They send a message twice. Please show up on time. And if you're not going to show up, please follow this link and let us know you're not going to make before they send this text message. There were lots of people that didn't show up. So they started sending these text message to remind people and they thought that people would not showing up because they forgot to say, hey, let's remind people five days before two days before but even with those reminders more than 20% of the people did not show up on time. Right and it's very hard to run the healthcare system when 20% people don't chop the way if it's everyday 20% Don't show up. It's easy but changes over time. It's very hard to manage. So they asked us for help and they limited us very much. They said the only thing you can do is change the text message, right you could imagine that you would give people pointing reputation and money like the world of motivation is very broad, but they limited us only to the text. So we try different things some people we reminded them that their family wants them to be healthy. Some people we reminded them the name of the doctor. Remember, dr. X is looking forward to seeing you on this. In this time for some people we reminded them about the nurse. Remember nurse, why is going to see for some people we told them how much it would cost the HMO if they don't show up we reminded people about their own commitment for health. We did all kinds of things and one other thing we told them was that some other patient could use their appointment if they don't show up. So the first thing that happened is that all of our methods worked better than the control condition, right the good news, right add a source of motivation everything worked the thing that worked the best was to say another patient could Is your appointment

so the feeling that by not showing up your basically ruining it for somebody else?

That's right by not showing up in not canceling but it's perfect if you cancel. So this is a slightly more complex issue because now you say okay people don't show up. We need to add motivation and adding motivation is much more complex and there's many more options. Right and if we were going to sit here for an hour and think about what are the motivations could we add in a text message? We could probably come up with more ideas. Right? I'm not saying that the right one was that authors

the differences by the way between In terms of kind of give people the feeling of when you get it, right? How much better is it compared to control? We cut

the no-show rate by more than half.

That's amazing. That is a huge financial impact on such an organization huge

financial impact. I think it was something like 800 Thousand Days of wait a year. That's amazing that we save them by the way. We did something else we had some people on the team that are much better mathematicians than I am. And we ask the question of what if we used a I what if we basically created an algorithm like what I told you another page And could use your appointment worked on average for everybody. But we had a lot of different types of clinics and types of doctors and type of illnesses and so on and we said what if we could tailor the specific message for each person how much better would it get in the results? We got are basically kind of the famous ad20 more than 80% of the value from picking one message. That was the best for everybody but we could get some additional value by tailoring it specific for individual right? So there is kind of if you ask me like how much are people Mostly were the same the same thing works on everybody and there's some tweaks on the edges interesting.

Yes. We see it in many companies that when you get it, right, it's 80% of the value and then with more personalization you can add additional 20% but it's basically the big things is understanding the core motivations and the big segmentation that is a big part of the change. Yeah.