Kevin Volpp

Kevin Volpp
  • Mark V. Pauly President’s Distinguished Professor at Perelman School of Medicine and Health Care Management at the Wharton School
  • Director, Center for Health Incentives and Behavioral Economics

Contact Information

  • office Address:

    Center for Health Incentives and Behavioral Economics
    1120 Blockley Hall 423 Guardian Drive
    Philadelphia, PA 19104-6021

Research Interests: aetna foundation, aramark, cdc, cvs caremark, discovery (south africa), financial incentives, hewlett foundation, mckinsey, nhlbi, nia, niddk, research interests and funding sources:behavioral economics and health, rwj

Links: CV, Personal Website

Overview

Dr. Volpp is the founding Director of the Center for Health Incentives and Behavioral Economics (CHIBE) and the Mark V. Pauly President’s Distinguished Professor at Perelman School of Medicine and Health Care Management at the Wharton School. He is also the Scientific Lead of the American Heart Association Health Care by Food Initiative, a major research program designed to build evidence on effectiveness and cost effectiveness of programs to improve health through increased access to nutritious food.

Dr. Volpp’s work focuses on developing and testing innovative ways of applying insights from behavioral economics in improving patient health behavior and affecting provider performance. He has done work with a variety of employers, insurers, health systems, and consumer companies in testing the effectiveness of different behavioral economic strategies in addressing tobacco dependence, obesity, and medication non-adherence. He has competitively been awarded more than $98 million to lead or co-lead studies funded by the NIH; the Center for Medicare and Medicaid Innovation; the CDC; VA Health Services Research and Development; Robert Wood Johnson Foundation; the Hewlett Foundation; the Commonwealth Foundation; the Aetna Foundation; Mckinsey; CVS Caremark; Horizon Blue Cross Blue Shield; Hawaii Medical Services Association; Merck; Humana; Aramark; WW; and Discovery (South Africa).

Dr. Volpp has published over 300 articles including work in journals such as the New England Journal of Medicine, the Journal of the American Medical Association, and Health Affairs, and has been covered by media outlets such as The New York Times, The Wall Street Journal, The Economist, Good Morning America, BBC, National Public Radio, Der Spiegel, Freakonomics and Freakonomics MD, and Australian National Radio.

An intervention study on financial incentives and smoking cessation among employees at General Electric resulted in tripling of long-term smoking cessation rates and implementation of a program based on this approach nationally among all 152,000 GE employees in the U.S. and was the winner of the British Medical Journal Group Award for Translating Research into Practice. He has helped lead research that serves as the foundation for numerous other widely implemented programs such as a national program on financial incentives for smoking cessation among CVS employees, a prescription refill synchronization program for Humana members, a simple health insurance plan called “Humana Simplicity,” an approach to increase medication refills using enhanced active choice among CVS members, and a new value-based approach to primary care physician payment now implemented throughout the State of Hawaii.

Dr. Volpp’s work has been recognized in a number of ways. He has received awards for career achievement including the Matilda White Riley Award for career achievement in social and behavioral sciences by NIH, the John Eisenberg Award from the Society of General Internal Medicine, and the Association for Clinical and Translational Science Distinguished Investigator Award for Career Achievement and Contribution to Clinical and Translational Science. His teams have been awarded “best paper of the year” awards from AcademyHealth, the Society of General Internal Medicine, and the Association for Consumer Research, and the American Journal of Health Promotion.

Dr. Volpp is an elected member of Penn Medicine’s AOA Chapter, the American Society of Clinical Investigation (ASCI), the Association of American Physicians (AAP), and the National Academy of Medicine (formerly the Institute of Medicine) of the National Academy of Sciences (IOM). He has served as an advisor to many different health plans, employers, and consumer companies and is a principal of the behavioral economics consulting firm, VALHealth.

Along with Dr. David Asch, Dr. Volpp co-created the Penn Way to Health platform, used to facilitate running behavioral interventions, which has now been deployed in more than 200 studies by investigators from more than 20 universities with participants in all 50 states. He also helped to create the Penn Medicine Nudge Unit, the first such health system based entity internationally and was one of the inaugural Section Editors for the New England Journal Catalyst, where he now serves on the Editorial Board. He has served as a mentor to a number of highly successful academics as well as leaders in government and industry.

Dr. Volpp earned his bachelor’s degree magna cum laude in biology from Harvard and was a Rotary Scholar at Freie Universitat in Berlin, Germany, where he studied the organization of health care delivery in the former East Germany. He earned an MD from the University of Pennsylvania’s Perelman School of Medicine and a PhD from Wharton.

Education

PhD, University of Pennsylvania (Wharton) 1998; MD, University of Pennsylvania 1998; AB, Harvard College, 1989

Recent Consulting/Advisory Boards

VAL Health (dozens of clients)
CVS Caremark
American Heart Association Advocacy Coordinating Committee
American Heart Association Committee on Improving Heart Health through Value Based Payment
National Academy of Medicine Committee on “Future Directions for Applying Behavioral Economics to Policy”

Editorial Boards

NEJM Catalyst (founding Patient Engagement Section Editor)
Health Care Delivery Science and Innovation
Former Contributing Writer JAMA, editorial board member Annals Internal Medicine

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Research

  • Mark V. Pauly, Lawton R. Burns, David A. Asch, Kevin Volpp, Flaura Winston, Mary Naylor, Ralph Muller, Rachel Werner, Seemed Like a Good Idea: Alchemy versus Evidence-Based Approaches to Healthcare Management Innovation (Cambridge, UK: Cambridge University Press, 2022)

  • Katherine L. Milkman, Linnea Gandhi, Sean F. Ellis, Heather N. Graci, Dena Gromet, Rayyan S. Mobarak, Alison Buttenheim, Angela Duckworth, Devin Pope, Ala Stanford, Richard H Thaler, Kevin Volpp (2022), A Citywide Experiment Testing the Impact of Geographically Targeted, High-Pay-Off Vaccine Lotteries, Nature Human Behaviour. https://doi.org/10.1038/s41562-022-01437-0

    Abstract: Lotteries have been shown to motivate behaviour change in many settings, but their value as a policy tool is relatively untested. We implemented a pre-registered, citywide experiment to test the effects of three high-pay-off, geographically targeted lotteries designed to motivate adult Philadelphians to get their COVID-19 vaccine. In each drawing, the residents of a randomly selected ‘treatment’ zip code received half the lottery prizes, boosting their chances of winning to 50×–100× those of other Philadelphians. The first treated zip code, which drew considerable media attention, may have experienced a small bump in vaccinations compared with the control zip codes: average weekly vaccinations rose by an estimated 61 per 100,000 people per week (+11%). After pooling the results from all three zip codes treated during our six-week experiment, however, we do not detect evidence of any overall benefits. Furthermore, our 95% confidence interval provides a 9% upper bound on the net benefits of treatment in our study.

  • Mitesh Patel, Katherine L. Milkman, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher F. Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie K. John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, M. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Seung Hyeong Lee, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin Volpp, Angela Duckworth (2022), A Randomized Trial of Behavioral Nudges Delivered through Text Messages to Increase Influenza Vaccination Among Patients with an Upcoming Primary Care Visit, American Journal of Health Promotion, 37 (3), pp. 324-332.

    Abstract: Purpose: To evaluate if nudges delivered by text message prior to an upcoming primary care visit can increase influenza vaccination rates. Design: Randomized, controlled trial. Setting: Two health systems in the Northeastern US between September 2020 and March 2021. Subjects: 74,811 adults. Interventions: Patients in the 19 intervention arms received 1-2 text messages in the 3 days preceding their appointment that varied in their format, interactivity, and content. Measures: Influenza vaccination. Analysis: Intention-to-treat. Results: Participants had a mean (SD) age of 50.7 (16.2) years; 55.8% (41,771) were female, 70.6% (52,826) were White, and 19.0% (14,222) were Black. Among the interventions, 5 of 19 (26.3%) had a significantly greater vaccination rate than control. On average, the 19 interventions increased vaccination relative to control by 1.8 percentage points or 6.1% (P = .005). The top performing text message described the vaccine to the patient as “reserved for you” and led to a 3.1 percentage point increase (95% CI, 1.3 to 4.9; P < .001) in vaccination relative to control. Three of the top five performing messages described the vaccine as “reserved for you.” None of the interventions performed worse than control. Conclusions: Text messages encouraging vaccination and delivered prior to an upcoming appointment significantly increased influenza vaccination rates and could be a scalable approach to increase vaccination more broadly.

  • Harsha Thirumurthy, Katherine L. Milkman, Kevin Volpp, Alison M. Buttenheim, Devin G Pope (2022), Association Between Statewide Financial Incentive Programs and COVID-19 Vaccination Rates, PLoS One, 17 (3).

    Abstract: To promote COVID-19 vaccination, many states in the US introduced financial incentives ranging from small, guaranteed rewards to lotteries that give vaccinated individuals a chance to win large prizes. There is limited evidence on the effectiveness of these programs and conflicting evidence from survey experiments and studies of individual states’ lotteries. To assess the effectiveness of COVID-19 vaccination incentive programs, we combined information on statewide incentive programs in the US with data on daily vaccine doses administered in each state. Leveraging variation across states in the daily availability of incentives, our difference-in-differences analyses showed that statewide programs were not associated with a significant change in vaccination rates. Furthermore, there was no significant difference in vaccination trends between states with and without incentives in any of the 14 days before or after incentives were introduced. Heterogeneity analyses indicated that neither lotteries nor guaranteed rewards were associated with significant change in vaccination rates.

  • Katherine L. Milkman, Linnea Gandhi, Mitesh Patel, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal E. Hershfield, Alexander Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella Kristal, Cait Lamberton, M. Meyer, Allison H. Oakes, Maurice Schweitzer, Maheen Shermohammed, Joachim H. Talloen, Caleb Warren, Ashley Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin Volpp, Angela Duckworth (2022), A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies, Proceedings of the National Academy of Sciences, 119 (6). 10.1073/pnas.211512611

    Abstract: Encouraging vaccination is a pressing policy problem. To assess whether text-based reminders can encourage pharmacy vaccination and what kinds of messages work best, we conducted a megastudy. We randomly assigned 689,693 Walmart pharmacy patients to receive one of 22 different text reminders using a variety of different behavioral science principles to nudge flu vaccination or to a business-as-usual control condition that received no messages. We found that the reminder texts that we tested increased pharmacy vaccination rates by an average of 2.0 percentage points, or 6.8%, over a 3-mo follow-up period. The most effective messages reminded patients that a flu shot was waiting for them and delivered reminders on multiple days. The top performing intervention included two texts delivered 3 d apart and communicated to patients that a vaccine was “waiting for you.” Neither experts nor lay people anticipated that this would be the best-performing treatment, underscoring the value of simultaneously testing many different nudges in a highly powered megastudy.

  • Katherine L. Milkman, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Predrag Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen B. Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, George Loewenstein, Jens Ludwig, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin Volpp, Ashley Whillans, Jonathan Zinman, Angela Duckworth (2021), Megastudies Improve the Impact of Applied Behavioural Science, , 600 (), pp. 478-483.

    Abstract: Policy-makers are increasingly turning to behavioural science for insights about how to improve citizens’ decisions and outcomes. Typically, different scientists test different intervention ideas in different samples using different outcomes over different time intervals. The lack of comparability of such individual investigations limits their potential to inform policy. Here, to address this limitation and accelerate the pace of discovery, we introduce the megastudy—a massive field experiment in which the effects of many different interventions are compared in the same population on the same objectively measured outcome for the same duration. In a megastudy targeting physical exercise among 61,293 members of an American fitness chain, 30 scientists from 15 different US universities worked in small independent teams to design a total of 54 different four-week digital programmes (or interventions) encouraging exercise. We show that 45% of these interventions significantly increased weekly gym visits by 9% to 27%; the top-performing intervention offered microrewards for returning to the gym after a missed workout. Only 8% of interventions induced behaviour change that was significant and measurable after the four-week intervention. Conditioning on the 45% of interventions that increased exercise during the intervention, we detected carry-over effects that were proportionally similar to those measured in previous research. Forecasts by impartial judges failed to predict which interventions would be most effective, underscoring the value of testing many ideas at once and, therefore, the potential for megastudies to improve the evidentiary value of behavioural science.

  • Srinath Adusumalli, Julie Westover, Douglas Jacoby, Dylan Small, Christine VanZandbergen, Jessica Chen, Ann Cavella, Rebecca Pepe, Charles Rareshide, Christopher Snider, Kevin Volpp, David A. Asch, Mitesh Patel (2021), Effect of Passive Choice and Active Choice Interventions in the Electronic Health Record to Cardiologists on Stain Prescribing: A Cluster Randomized Clinical Trial, JAMA Cardiology, 6 (p.p. 40-48).

  • Mitesh Patel, Dylan Small, Joseph Harrison, Victoria Hilbert, Michael P. Fortunato, Ai Leen Oon, Charles Rareshide, Kevin Volpp (2021), Effect of Behaviorally-Designed Gamification with Social Incentives to Promote Lifestyle Modification Among Adults with Uncontrolled Type 2 Diabetes: The iDiabetes Randomized Clinical Trial, JAMA Network Open, 4 (5).

  • Katherine L. Milkman, Mitesh Patel, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher F. Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie K. John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, M. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin Volpp, Angela Duckworth (2021), A Megastudy of Text-Based Nudges Encouraging Patients to Get Vaccinated at an Upcoming Doctor’s Appointment, Proceedings of the National Academy of Sciences, 118 (20). 10.1073/pnas.2101165118

    Abstract: Many Americans fail to get life-saving vaccines each year, and the availability of a vaccine for COVID-19 makes the challenge of encouraging vaccination more urgent than ever. We present a large field experiment (N = 47,306) testing 19 nudges delivered to patients via text message and designed to boost adoption of the influenza vaccine. Our findings suggest that text messages sent prior to a primary care visit can boost vaccination rates by an average of 5%. Overall, interventions performed better when they were 1) framed as reminders to get flu shots that were already reserved for the patient and 2) congruent with the sort of communications patients expected to receive from their healthcare provider (i.e., not surprising, casual, or interactive). The best-performing intervention in our study reminded patients twice to get their flu shot at their upcoming doctor’s appointment and indicated it was reserved for them. This successful script could be used as a template for campaigns to encourage the adoption of life-saving vaccines, including against COVID-19.

  • Colman Humphrey, Dylan Small, Shane T. Jensen, Kevin Volpp, David A. Asch, Jingsan Zhu, Andrea B. Troxel (2019), Modeling Lottery Incentives for Daily Adherence, Statistics in Medicine, 38 (15), pp. 2847-2867.

Teaching

All Courses

  • HCIN6020A - Behavioral Economics

    Behavioral economics is a relatively new field at the intersection of economics and psychology that builds on the observation that people tend to make predictably irrational decisions, and that those patterns can be used to shape personally and socially beneficial behaviors. This course offers an introduction to behavioral economics and its applications in health and health care. We will examine the foundations of the field, then consider: • The structure of choice environments and how people are influenced by how choices are framed. • Strategies for supercharging incentive programs. • The use of social incentives and social comparisons to achieve better physician performance. The course will conclude with an exploration of how behavioral economics can be used to shape health policy, and the important question of when a “nudge” becomes a shove. This is a multi-term course. To earn course credit, students must successfully complete both HCIN6020A in the Fall and HCIN6020B in the Spring. Students who complete both parts will receive a single grade and earn 1 CU total.

  • HCIN6020B - Behavioral Economics

    This course is a continuation of HCIN6020A, Behavioral Economics and Decision Making. In the final weeks of the course, you will focus on structuring incentive programs, utilizing social forces to shape behavior, and applying behavioral economics in workplace and policy settings. As a final project, you will design a behavioral intervention plan, with a funding request, to address poor health metrics. Students must successfully complete HCIN 6020A in the Fall term before taking this course. Students will receive a single letter grade and earn 1 CU total for HCIN 6020A and 6020B.

  • HCMG6530 - HCMG Field App Project

    This course focuses on leadership and management issues in health care organizations while providing students with a practice setting to examine and develop their own management skills. Each team acts as a consultant to a healthcare organization which has submitted a project proposal to the course. The teams define the issue and negotiate a contract with the client organization. By the end of the semester, teams present assessments and recommendations for action to their clients and share their experience and key lessons learned in a final presentation to their classmates.

  • HCMG8990 - Independent Study

    Arranged with members of the Faculty of the Health Care Systems Department. For further information contact the Department office, Room 204, Colonial Penn Center, 3641 Locust Walk, 898-6861.

  • HPR9900 - Hpr Thesis I

    Each student completes a mentored research project that includes a thesis proposal and a thesis committee and results in a publishable scholarly product. Prerequisite: Course only open to Masters of Science in Health Policy Research students.

  • HPR9901 - Hpr Thesis II

    Each student completes a mentored research project that includes a thesis proposal and a thesis committee and results in a publishable scholarly product. Prerequisite: Course only open to Masters of Science in Health Policy Research students.

Awards and Honors

2014-2016 World Economic Forum – chosen to serve on Global Advisory Council on Behavior
2014 Luigi Mastroiaonni Clinical Innovations Award (with David Asch for Way to Health software platform), Penn Medicine
2015 Matilda White Riley Award For Contributions to Social and Behavioral Science, 20th anniversary of the Office of Social and Behavioral Sciences Research, NIH
2015 Association for Clinical and Translational Science (ACTS) Distinguished Investigator Award for Translation from Clinical Use into Public Benefit and Policy. “Award for Career Achievement and Contribution to Clinical and Translational Science”
2016 Article-of-the-Year Award, “Effect of Financial Incentives on Physicians, Patients, or Both on Lipid Levels”, Academy Heath Annual Meeting, Boston, MA
2017 50@50 notable People, Papers, and Events from the UPENN Leonard Davis Institute’s First Half-Century Award for 2009 New England Journal of Medicine article and 2010 British Medical Journal Group Award for Translating Research into Practice
2018 John McGovern, M.D. Award for ‘exemplary service to academic medicine’ from Association of Academic Health Centers
2019 John Eisenberg National Award for Career Achievement in Research, Society of General Internal Medicine
2019 ACP Behavioral Medicine Award, American College of Physicians
2019 Michael O’Donnell Article-of-the-Year, American J of Hlth Promotion (for John L, Troxel AB, Yancy W et al. The Effect of Cost Sharing on an Employee Weight Loss Program: A Randomized Trial. Am J Hlth Promotion 2018;32(1): 170-176). Role: Senior author
  • Article-of-the-Year Award, “Effect of Financial Incentives on Physicians, Patients, or Both on Lipid Levels”, Academy Heath Annual Meeting, Boston, MA, 2016 Description

  • Philadelphia Business Journal Innovation Award, 2012
  • Elected to Association of American Physicians (AAP), 2012
  • Elected to Institute of Medicine, National Academy of Sciences (IOM), 2012
  • British Medical Journal Group Awards for “Translating Research into Practice” for work on Financial Incentives and Smoking Cessation implemented by General Electric nationally for 152,000 employees January, 2010
  • Society of General Internal Medicine Outstanding Research Paper of the Year for Volpp KG, Troxel AB, Pauly MV, et al. New England Journal of Medicine; 2009; 360:699-709, 2010
  • Time Magazine Most Significant Advances in Health 2009 A-Z. Work descibed under “I” for “Incentives”, 2009
  • Elected to American Society of Clinical Investigation (ASCI), 2008
  • Alice S. Hersh New Investigator Award, AcademyHealth, for “exceptional promise for future contributions to health services research”, 2007
  • Best Paper Award – AcademyHealth Annual R esearch Meeting (with A Rosen, P Romano, P Rosenbaum, J Silber) – “Impact of ACGME Duty Hours on Mortality Among Patients in VA Hospitals” – one of three highest rated abstracts our of about 1700 submitted., 2007
  • John Thompson Award from Association of University Programs in Health Administration (AUPHA) for outstanding accomplishments in health services research as a junior investigator, 2006
  • Society of General Internal Medicine Outstanding Junior Investigator Award, 2006
  • Presidential Award for Early Career Scientistis and Engineers (PECASE) – recognized at White House by President Bush with highest honor given by US government for early career scientists, 2005
  • World Economic Forum – chosen to serve on Global Advisory Council on Behavior, 1970
  • Association for Clinical and Translational Science (ACTS) Distinguished Investigator Award for Translation from Clinical Use into Public Benefit and Policy. “Award for Career Achievement and Contribution to Clinical and Translational Science”, 1970
  • Matilda White Riley Award For Contributions to Social and Behavioral Science, 20th anniversary of the Office of Social and Behavioral Sciences Research, NIH, 1970

In the News

Knowledge at Wharton

Activity

Latest Research

Mark V. Pauly, Lawton R. Burns, David A. Asch, Kevin Volpp, Flaura Winston, Mary Naylor, Ralph Muller, Rachel Werner, Seemed Like a Good Idea: Alchemy versus Evidence-Based Approaches to Healthcare Management Innovation (Cambridge, UK: Cambridge University Press, 2022)
All Research

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