Pharyl: Leading Behavioral Insights and Optimization at Everyday Health

Have you ever wondered what drives your health decisions? Why do some wellness messages stick with you while others fade away? At Everyday Health, Pharyl, the Head of Behavioral Insights + Optimization, is answering these questions every day. With her deep expertise in psychology and marketing, she’s helping teams and clients understand consumer mindsets and connect with people on their health journeys in meaningful ways.

In this article, we’ll explore Pharyl’s role, her background, and how she’s shaping the future of healthcare engagement. Whether you’re a healthcare professional, a marketer, or just curious about human behavior, there’s something here for you. Let’s dive in!

Who is Pharyl?

Pharyl isn’t your typical healthcare expert she’s a bridge between psychology and real-world health solutions. As the Head of Behavioral Insights + Optimization at Everyday Health, she brings over six years of experience in healthcare research and marketing to the table. But her journey didn’t start there.

Before joining Everyday Health, Pharyl worked in advertising, crafting engagement strategies that helped clients grow. That experience taught her how to grab attention and inspire action skills she now uses to improve health outcomes. Her academic background is just as impressive: she holds a Master of Arts in Social Psychology of Communication and Interaction from New York University and a Bachelor’s Degree in Social Psychology of Relationships from Franklin and Marshall College.

What sets Pharyl apart? Her passion for understanding why people think and act the way they do. It’s this curiosity that drives her work at Everyday Health, where she helps teams decode consumer behavior and create strategies that truly resonate.

The Role of Behavioral Insights in Healthcare

So, what exactly are behavioral insights, and why do they matter in healthcare? At its core, behavioral insights is about using psychology, behavioral economics, and social science to figure out what makes people tick. In healthcare, it’s a game-changer. It helps answer questions like:

• Why do some patients skip their meds?

• What motivates someone to book a doctor’s appointment?

• How can we make health information stick?

Traditional healthcare approaches often assume people make logical, rational choices. But let’s be honest how many of us always choose broccoli over pizza? Emotions, habits, and even social pressures play a huge role in our decisions. Pharyl’s work focuses on tapping into these hidden drivers to improve engagement and encourage healthier behaviors.

For example, imagine a patient who forgets their medication. A standard reminder might not work. But a nudge based on behavioral insights like a message that says, “Most people like you take their meds at breakfast” could make all the difference. That’s the power of understanding consumer mindsets.

Understanding Consumer Mindsets in Healthcare

To connect with consumers, you’ve got to get inside their heads. Pharyl’s expertise in social psychology gives her a unique edge here. She knows that health decisions aren’t just about facts they’re shaped by how we think, feel, and interact with the world. Let’s break down some key factors that influence consumer behavior in healthcare:

Key Psychological Drivers

1. Cognitive Biases
   These are little quirks in how our brains process information. Ever heard of the availability heuristic? It’s when we overestimate the likelihood of something like a rare side effect because it’s fresh in our minds. In healthcare, this can make people overly cautious or dismissive.

2. Social Norms
   We’re social creatures. If everyone around us is getting a flu shot, we’re more likely to do it too. Pharyl uses this to design campaigns that highlight positive community behaviors.

3. Motivation and Self-Efficacy
   Want to stick to a health goal? You need two things: the drive to do it (motivation) and the belief you can do it (self-efficacy). Without both, it’s easy to give up.

Here’s a handy table to sum it up:

Why It Matters

Understanding these factors isn’t just academic it’s practical. Pharyl uses them to craft messages that cut through the noise. For instance, if a consumer feels overwhelmed by health advice, a simple, encouraging nudge can boost their confidence and keep them on track.

Engaging Consumers on Their Health Journeys

Knowing what drives behavior is only half the battle engaging consumers is where the magic happens. Pharyl’s approach at Everyday Health is all about meeting people where they are. Here’s how she does it:

Strategies That Work

• Personalization
  One-size-fits-all doesn’t work in healthcare. Tailoring messages like sending a diabetes tip right when someone’s checking their glucose makes them feel seen and boosts engagement.

• Storytelling
  Facts alone can be dry. A story about someone overcoming a health challenge? That sticks. Pharyl knows narratives inspire action better than stats ever could.

• Building Trust
  Healthcare is personal. Consumers need to feel understood, not preached to. Clear, empathetic communication builds that trust.

Here’s how these strategies compare:

A Real-World Example

Picture this: a busy mom struggling to manage her family’s health. A generic email about “eating better” might get ignored. But a personalized text saying, “Try swapping juice for water at dinner other moms say it’s a game-changer,” could spark a small, doable change. That’s Pharyl’s philosophy in action.

Pharyl’s Impact at Everyday Health

So, what’s Pharyl actually doing at Everyday Health? Plenty. She’s leading the charge on projects that blend psychology with data to create better consumer experiences. Here are some highlights:

What She’s Working On

• Targeted Campaigns
  Using consumer data, Pharyl’s team delivers content that hits the mark—whether it’s a wellness tip or a reminder to refill a prescription.

• Behavioral Nudges
  Small changes, big results. Tweaking a button’s text from “Learn More” to “See How It Helps You” can skyrocket clicks.

• Experimentation
  Pharyl loves testing. A/B tests help her figure out what works like whether a cheerful tone beats a serious one for a specific audience.

The Results

Her efforts aren’t just theoretical. They’ve led to higher engagement rates, more active users, and even better health habits among Everyday Health’s audience. It’s proof that understanding behavior isn’t just feel-good it’s effective.

The Future of Behavioral Insights in Healthcare

Behavioral insights aren’t standing still, and neither is Pharyl. The healthcare landscape is shifting, and she’s keeping an eye on what’s next. Here’s what’s on the horizon:

Emerging Trends

1. AI and Machine Learning
   These tools can crunch massive datasets to predict behavior like who’s likely to miss an appointment—and suggest tailored interventions.

2. Telehealth Growth
   As more care moves online, understanding digital habits (like how people use health apps) is critical.

3. Ethical Use of Data
   With power comes responsibility. Pharyl stresses using insights to empower consumers, not trick them.

What’s Next?

The possibilities are endless. Imagine a world where your smartwatch doesn’t just track steps it nudges you to move based on your unique habits. That’s the future Pharyl’s helping build one where healthcare feels personal and proactive.

FAQ: Your Questions Answered

Got questions about behavioral insights or Pharyl’s work? Here are some answers to common curiosities:

What is behavioral insights in healthcare?

It’s the practice of using psychology and behavioral science to understand why people make health choices and how to guide them toward better ones. Think of it as the “why” behind the “what.”

How can I improve consumer engagement in my healthcare organization?

Start with the basics: personalize your approach, tell relatable stories, and build trust. Use data to figure out what your audience needs, then meet them there with clear, friendly communication.

What are some common cognitive biases that affect healthcare decisions?

A few big ones include:

• Availability Heuristic: Overestimating risks based on vivid memories (like rare side effects).

• Confirmation Bias: Seeking out info that matches what you already believe.

• Status Quo Bias: Sticking with the familiar, even if change could help.

Wrapping It Up

Pharyl’s work at Everyday Health shows us what’s possible when you combine psychology with healthcare. She’s not just analyzing consumer behavior she’s using it to make health journeys more engaging, personal, and effective. From understanding mindsets to crafting smart strategies, her approach is a roadmap for anyone looking to connect with people in a meaningful way.

As healthcare evolves, Pharyl’s leadership in behavioral insights will keep pushing the needle forward. So next time you make a health choice big or small think about what’s driving it. Chances are, Pharyl’s already got it figured out.