As humans, our beliefs strongly influence our health decisions, for better or worse. Yet beliefs can be remarkably difficult to change, even with accurate information, incentives, and access to healthcare.

Those beliefs differ across populations. Some of us underestimate our health risks, while others are more concerned than our objective risk may warrant. We differ in how we seek and interpret health information and in how much confidence we place in recommended care.

Trow Health starts with how people think about health. We use psychographics to identify groups with different beliefs, perceptions, and information behaviors, then add sociodemographic context to help understand and engage those groups.

We connect research across disciplines to identify evidence-based ways to engage different groups and translate promising findings into practice. Where the evidence falls short, we collaborate to develop and test new approaches.