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NA TIONAL BL UEP RINT F OR BEHA V IOURAL INSIGHTS IN HEALTH
MAINS TREAMING BEHA V IOURAL SCIENCE F OR BET TER HEALTH

EXECUTIVE SUMMARY

The application of behavioural insights (BI) in the public sector has been introduced in the
Twelfth Malaysia Plan, 2021-2025 and further strengthened in the Thirteenth Malaysia Plan
(2026–2030) as an integral tool to enhance the Government’s services in designing and
implementing policies to guide people to make better decisions. Within the health sector, the
integration of BI enables for a deeper understanding of health-related behaviours among
individuals and communities, paving the way for more impactful strategies for better health
outcomes.

This first National Blueprint for Behavioural Insights in Health (NBBI) is a strategic document
designed to chart the way forward for BI in health for Malaysia. It represents a visionary
roadmap to harness the potential of behavioural science to enhance health outcomes
through the sustainable integration of BI in the formulation of behaviourally informed health
related policies and practices. This will contribute to a better health ecosystem, driving
impactful and equitable health outcomes.

The NBBI is aligned with the priorities of the WHO Resolution on Behavioural Sciences for
Better Health and the Malaysia Health White Paper. It acknowledges the whole-of-government
and whole-of-society approaches to addressing the economic, environmental, and social
determinants of health. The NBBI outlines six key priority areas that provide a comprehensive
framework for advancing behavioural science in the context of health, encompassing a holistic
health spectrum from preventive health, clinical and disease management, and health
service delivery.

The overarching purpose of the NBBI is to integrate BI into health-related policies and
practices, to catalyse structural support and drive sustainable behaviour change for better
health. This integration must be supported by a well-trained workforce, heightened public
awareness, ongoing research and innovation, systematic evaluation and monitoring, and
robust public advocacy and collaboration efforts. It aligns with the Resolution's call for a holistic
approach, emphasising the importance of understanding and influencing individual and
community behaviours to support and promote better health practices. It envisions a proactive
integration of behavioural sciences into healthcare decision-making processes, ultimately
contributing to improved health outcomes and the overall well-being of the Malaysian population.

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