Marten den Haring, CEO of Lirio
Of all the businesses claiming to realize hyper-personalization by means of behavioral science and synthetic intelligence, Lirio appears to be the one really doing it. Marten den Haring, now CEO, joined Lirio as Chief Product Officer in 2019, and has spent the previous 5 years constructing and launching the platform and its personalization engine to drive significant habits change in healthcare. And with Amy Bucher on the helm as Lirio’s Chief Behavioral Officer, you will be assured that the rigor of the science is as stable because it will get.
Lirio’s platform is constructed on the metaphor of the Massive Language Mannequin (LLM), however moderately than ingesting semantic knowledge and predicting the following phrase in a sequence like generative AI fashions, its Massive Habits Mannequin (LBM) attracts on well being habits knowledge to foretell the following habits in a sequence of behaviors for a person. The result’s a hyper-personalized behavioral mannequin that gives suggestions optimized for every person.
On this interview, Marten den Haring shares how he combines behavioral science and AI to design for well being habits change, and particularly how Lirio makes use of habits change strategies resembling “professionals and cons consciousness” to realize an outsized affect in healthcare.
Inform me one thing I don’t know. (Something!)
So, as you recognize, I am Dutch. You in all probability affiliate The Netherlands with issues like flowers, cheese, soccer (soccer), biking, velocity skating, and so on. You could even know that the Dutch are thought of the tallest folks on the planet. What chances are you’ll not know is that some fairly helpful innovations have been made by the Dutch, together with Wi-Fi, Bluetooth, Python (the programming language), the microscope, the telescope, the submarine, the primary privately owned firm that issued shares, the primary inventory trade, and … orange carrots.
Which fiction ebook would you suggest to product leaders? Why?
Above all, product leaders should have insatiable curiosity. Decide up a duplicate of Douglas Adams’ The Hitchhiker’s Information To The Galaxy, as a result of it tries to encourage us to all the time discover the precise inquiries to ask on our journey. Pair it with Max Tegmark’s “Life 3.0”, as a result of it forces us to ask questions on what sort of future we need to create.
How have you ever leveraged behavioral design in your work? What was the consequence?
At Lirio, now we have positioned behavioral design on the coronary heart of our analysis and growth effort. We leverage behavioral design in our behavioral interventions, within the coaching of our Massive Habits Mannequin, within the design of randomized management trials, and within the real-world deployment of our Precision Nudging resolution. The result’s an organization on a mission to encourage well being habits change by means of customized interventions, proving that behavioral design can considerably enhance engagement charges and enhance well being outcomes throughout the continuum of care.
For instance, one well being system requested us to have interaction their diabetic sufferers who hadn’t seen a main care supplier in a number of years, placing them properly overdue on diabetes properly visits. The well being system had tried each tactic of their arsenal however was unable to have interaction these sufferers – to the extent that they believed a 2% conversion can be a worthy goal.
Our behavioral design course of facilities on figuring out boundaries to key behaviors after which incorporating acceptable habits change strategies into our intervention, following the COM-B framework. We used this behavioral design course of to determine 10 broad classes of boundaries to main take care of sufferers with diabetes and ensured that every one was addressed from a number of angles.
After we checked out which kinds of habits change strategies (BCTs) have been only at nudging sufferers to attend a main care go to, lots of them have been designed to handle boundaries round consciousness of the necessity for diabetes-specific main care. Some of the profitable nudges used the BCT of “professionals and cons,” which we leveraged to emphasise the precise advantages of seeing a physician for a diabetes properly go to. In the end, over 60% of the disengaged sufferers who we reached with Precision Nudging attended at the very least one main care go to (properly above the well being system’s 2% goal!).
What’s your greatest barrier to getting issues executed as a product chief?
Habits change is tough. We’re speaking about influencing people that aren’t all the time motivated to do what is true, or expertise boundaries to adopting wholesome behaviors. Extra importantly, people themselves change over time. Constructing product that leverages knowledge to digitally talk with folks to affect their choices and actions is advanced, requiring multi-disciplinary groups to collaborate, experiment, iterate and enhance the product. On this context, the largest barrier is creating an surroundings the place we will shortly entry and analyze suggestions knowledge to adapt to human habits in close to real-time.
What hole do you see in typical product technique that behavioral insights can fill?
More often than not, behavioral insights are the hole! In our case, behavioral insights allow us to transcend focusing on static inhabitants segments with a generalized method, to tackling habits change on the particular person stage with a customized method. In different phrases, behavioral insights enable us to scale and goal the n of 1 throughout many behaviors over time.
How do you see product administration evolving over the following 5 years? What are your hopes for the observe?
My hope is that the observe will proceed to draw people who find themselves passionately inquisitive about creating nice merchandise, and symbolize the (various) populations they construct product for. The talents and instruments we use in our career will proceed to evolve. The scope and velocity of our decision-making will proceed to extend. The inherent safety and privateness challenges that include a brand new era of AI and data-driven merchandise will enhance the dangers related to these choices. It’s subsequently important for product organizations to turn into extra intentional about incorporating ethics and duty into their analysis and growth processes and controls. As product leaders we must not ever lose sight of the truth that our merchandise affect people, and know-how stays a way to an finish to higher serve humanity.
What recommendation would you give product leaders hoping to design for people?
Spend money on creating your human superpowers: important considering and empathy. In spite of everything, AI (and tech extra broadly) lacks the emotional intelligence that people possess. Embrace behavioral design considering and use it to enhance your technical expertise and different subject material experience. Know what drawback you’re fixing, who you’re fixing it for, and perceive the constraints of the info you’ve got entry to at any given time limit. Construct merchandise that study and adapt to alter, quick. Benefit from the expertise!
Marten den Haring, CEO of Lirio, is an AI entrepreneur enthusiastic about remodeling well being care, and obsessive about digital applied sciences that reshape how we reside, work, and play. He acquired his MSc & Ph.D. in Economics from universities in Europe and has over 25 years of product growth and operations management expertise, delivering award-winning AI options for healthcare, monetary providers, legislation enforcement, and nationwide safety. He has participated in a number of profitable buy-side and sell-side M&A transactions for private and non-private know-how firms in america and Canada. Previous to Lirio, Marten was SVP, Platform at Component AI, which was co-founded by Turing-award winner Dr. Yoshua Bengio. He additionally held government positions at Oracle, OpenText, and Digital Reasoning. In his present function at Lirio, he’s bettering folks’s well being behaviors and outcomes by means of Precision Nudging.
