What motivates you? What do you care about? Behavioral economics is a bourgeoning field that tries to explain why we, as humans, make the decisions we do and people are winning Nobel prizes for it. Alright then, let’s try it on one of the most perplexing healthcare issues in the world, medication adherence. It is estimated two-thirds of medication-related hospital admissions in the US were because of noncompliance, at a cost of ~$100 billion a year. A recent study pulled out all the behavioral economic stops (money, clinical support, peer pressure) to see if medication compliance could be improved after a heart attack. A heart attack, not indigestion, a heart attack. The results? Nope. No difference between the two control groups. Holy cow people. Help me help you.