MADISON, Wis. (May 5, 2026) — The Alliance, a not-for-profit cooperative that helps employers save on healthcare, is launching an innovative, multi-year research initiative in collaboration with world-renowned consumer behavior expert Dr. Jonah Berger to drive meaningful change in the healthcare system.
The goal: make healthcare more affordable.
The “Catalyst for Change Pilot” will explore how targeted communication strategies, decision support tools, and other behavior-based approaches can improve healthcare decision-making and utilization—ultimately lowering costs for employers, their employees, and the broader healthcare ecosystem.
Dr. Jonah Berger, a professor at the Wharton School of the University of Pennsylvania and best-selling author known for his work on consumer behavior, word of mouth, and social influence, will lend his expertise throughout the initiative.
The effort aligns with The Alliance’s long-standing mission to move healthcare forward by controlling costs, improving quality and engaging individuals in their health, according to The Alliance President and CEO Curt Kubiak.
“Today’s healthcare challenges are rooted in a complex infrastructure created by years of prior decisions. Real change requires new thinking—and a willingness to test, learn, and adapt,” said Kubiak. “By bringing behavioral science into the equation, we have an opportunity to fundamentally shift how healthcare decisions are made and what they ultimately cost for employers and their employees.”
Planning is already underway, and The Alliance is recruiting a select group of employers, providers, third-party administrators, and brokers within its network for a limited number of spots in the initial phase. Interested organizations can apply at the-alliance.org/catalyst through May 22.
Selected participants will test strategies, share insights, and receive guidance during consultation sessions with The Alliance and Dr. Berger from June 2026 through April 2027. Findings from the pilot will help inform future strategies and will be shared broadly to improve healthcare decision-making across The Alliance’s membership and partners.
Following the initial phase, The Alliance plans to expand the research through additional rounds, building on insights over time with new participants.
The Alliance is investing in the initiative to generate actionable insights that can be scaled across its membership, helping drive more informed decisions and more affordable care over time. There is no cost for organizations to participate.
About The Alliance
The Alliance serves as the voice for self-funded employers who want more control over their healthcare costs. Using Smarter NetworksSM and sophisticated data mining and analysis, they provide transparent, creative approaches to network and benefit plan design to unlock savings where others can’t – or won’t. The Alliance remains a trusted, objective partner for its 500+ employers and their brokers, who seek improved access to high-quality healthcare by contracting with a network of healthcare providers across the Midwest.
Contact:
Craig Sauer
Marketing & Communications Specialist
Phone: 608.210.6638
E-mail: csauer@the-alliance.org
