Human beings don't behave rationally. From improving health outcomes to increasing medication adherence, pharmacy benefit leaders struggle to exert a positive influence over the improbable, impractical behavior of their members. 

"We started thinking about why many people weren't acting rationally in their own self-interest," says George Paz, CEO and chairman of the board of Express Scripts. "We started pursuing applications of behavioral science and achieved some success. Soon we decided there was vast untapped potential for the strategy." 

The PBM continues to study member behavior and decision-making, including how human emotions and the decision-making process itself affect choices. Express Scripts translates the behavioral information into strategies of influence for new benefit designs, products and services.  

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Express Scripts can sum up its overall strategy with a concept its CEO calls "Consumerology." The philosophy is based on the convergence of consumer behavior and healthcare.