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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
CONCLUSION
The NBBI sets a transformative agenda for integrating behavioural science into Malaysia’s
health sector. By aligning with global priorities and leveraging innovative approaches, it
establishes a robust framework, with six key priority areas and eighteen strategic actions,
to address complex health challenges and drive sustainable behaviour change. Through a
collective commitment to capacity building, research, and collaboration, the NBBI envisions
a future where behaviourally-informed policies and practices enhance health outcomes and
the well-being of all Malaysians, ensuring a healthier and more equitable society.
As part of this shift, the NBBI signals a move from over-reliance on the traditional medical
model toward a more holistic biopsychosocial approach, recognising that health behaviours
are shaped by a complex interplay of individual, social, and environmental factors.
Behavioural insights offer a new perspective on how policies can be more effectively
designed, centred around real-world human behaviour rather than idealised assumptions,
to help achieve sustainable improvements in population health and build a healthier nation.
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