Aarthi Rao leads behavioral insights at Cityblock Health, as their Vice President of Behavioral Insights and Strategic Engagement Innovation. Aarthi also founded the Design and Innovation Lab at CVS Health.

Aarthi has successfully merged human-centered practices, such as design thinking, with behavioral science at Cityblock. She is a strong advocate for merging qualitative and quantitative methods to better design patient experiences. Today we spoke to Aarthi about how to reach hard-to-reach communities, designing the perfect pill bottle that fits into a patient’s healthcare ecosystem, and so much more. Enjoy!

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