The Last Mile in Rational Prescription: The Application of Behavioral Economics in the Design of the Electronic Prescribing System

Abstract

Rational prescription of medications can prevent complications and decrease costs for healthcare systems and patients. For this purpose, many administrative, legal, and educational interventions have been implemented in different countries. These initiatives have been able to control the irrational prescription to some extent. Behavioral economics tries to persuade people to change their behavior without using coercion. The most important tool of this new branch of economics is identifying predictable cognitive biases and trying to reduce their effect. Various interventions are carried out in the world for the rational prescription of drugs using behavioral economics. The current study reviews four interventions: changing the default option, the peer group effect, suggested alternatives, and accountable justification. It seems that due to the widespread use of electronic prescribing systems, these methods can lead to the improvement of the rational prescription of drugs in the country. Although behavioral economics interventions are not substitutes for education, legislation, and other current activities, they can be considered a complement to behavior change. © 2025, Isfahan University of Medical Sciences(IUMS). All rights reserved.