From insight to impact: Malaysia’s shared vision for behavioural science in health

16 October 2025

Malaysia has taken a decisive step toward transforming its health system with the launch of the National Blueprint for Behavioural Insights in Health a strategic framework that integrates behavioural science into health policy, planning and service delivery.

The blueprint advocates for a whole of nation approach bringing together government agencies, academia and community partners for a shared commitment to designing policies and programmes that are people-centered and behaviourally-informed to improve the health and wellbeing of Malaysians.


YB Datuk Seri Dr Dzulkefly Ahmad with representatives from the Ministry of Health and Dr Rabindra Abeyasinghe officially launch the National Blueprint for Behavioural Insights in Health

“This Blueprint shifts the focus from awareness to action and from treatment to prevention. It is about giving Malaysians the support they need to act on what they already know is good for them.” - YB Datuk Seri Dr Dzulkefly Ahmad, Minister of Health Malaysia


YB  Datuk Seri Dr Dzulkefly Ahmad in his opening remarks at the launch 

Following the Minister’s remarks, 

Dr Rabindra Abeyasinghe, WHO Representative to Malaysia, Brunei Darussalam and Singapore, underscored the global significance of Malaysia’s leadership:

“Behavioural science helps us understand not just what people do, but why they do it. This blueprint is a step forward in shaping systems and policies that are practical, inclusive and lasting.”

A strategic response to complex health challenges

From unhealthy diets and low physical activity to poor uptake of cancer screening services, many of Malaysia’s pressing health challenges are behavioural in nature and are shaped by daily decisions, social norms and environmental cues. The National Blueprint for Behavioural Insights in Health recognises that improving health requires more than awareness campaigns, it demands a deeper understanding of how people make decisions in their real-world environments.

Dr Manimaran Krishnan, Director of the Institute for Health Behavioural Research at the Ministry of Health, highlighted how the blueprint bridges science and policy:

“The National Blueprint for Behavioural Insights in Health is Malaysia’s roadmap to bring behavioural science into the very heart of our health system. These initiatives show that behavioural insights deliver measurable, cost-effective and sustainable results.”

Developed through extensive consultation with over 150 stakeholders across sectors, the National Blueprint for Behavioural Insights in Health outlines six strategic priorities:

  1. Policy and  practice – Embed behavioural insights into health policies and programs.
  2. Capacity building – Develop a skilled workforce to apply behavioural insights.
  3. Research and intervention – Design and test behaviourally-informed interventions.
  4. Monitoring, evaluation and learning – Track progress to improve and strengthen implementation.
  5. Consultation and advisory – Provide expert guidance for effective application of behavioural insights.
  6. Collaboration and advocacy – Build partnerships and a national community of practice.

These priorities span the full spectrum of health from preventive health, clinical and disease management to health service delivery and are aligned with the Thirteenth Malaysia Plan (2026–2030), the Malaysia Health White Paper, and the global resolution on Behavioural Sciences for Better Health which Malaysia led at the 76th World Health Assembly in 2023.

Showcasing homegrown innovation

During the launch, practitioners from the Ministry of Health, PLANMalaysia, National Cancer Society Malaysia, Universiti Malaysia Sabah and ProtectHealth Corporation presented “Pocket Talks” on practical applications of behavioural science from malaria prevention and cancer care to healthy urban design and social influence for active living.

These talks underscored a growing movement within Malaysia’s health ecosystem: to design policies and programmes that meet people where they are, guided by evidence on what truly works in real life.

Liyann Ooi breaking down behavioural insights during her keynote presentation

Liyann Ooi, Technical Officer for Behavioural Science at WHO Malaysia, Brunei Darussalam and Singapore shared “Behavioural insights are actionable conclusions drawn from real-world applications of multidisciplinary behavioural sciences. They give us an evidence-based lens to address the behavioural determinants of health challenges.”

Turning insight into action: behavioural science in practice


Exhibition panels display successful behavioural insights applications in Malaysian health programmes

  1. Promoting healthier food choices at work
    A six-week intervention in a workplace setting used choice architecture such as strategic fruit placement, cashier prompts and positive messaging to nudge office workers toward healthier eating. The initiative nearly tripled fruit sales, illustrating how small environmental changes can drive big behavioural shifts.
  2. Empowering women for malaria prevention
    A community-led intervention in villages in Sabah trained women as behavioural change agents to promote protective practices against Plasmodium knowlesi malaria. The initiative improved mosquito protection behaviours and help-seeking attitudes, showing how local leadership can drive lasting health impact.
  3. Improving public understanding of emergency care
    As part of efforts to reduce overcrowding in hospital emergency departments, behaviourally informed  educational materials helped the public distinguish between emergency and non-emergency cases, increased awareness of alternative care options and encouraged preparedness through home first aid kits.

The launch featured several case studies highlighting how behavioural insights are already shaping health outcomes across Malaysia’s health system.

Together, these examples demonstrate how behavioural insights can make health systems more efficient, equitable and responsive.

A national movement for health equity and resilience

Malaysia’s leadership in behavioural science has gained international recognition. In 2024, the country was profiled in a joint global report between WHO and the World Bank on behavioural science in public health. Since 2023, the Ministry of Health has trained over 500 personnel in behavioural science, including medical and allied health professionals. 

Datuk Dr Mahathar bin Abd Wahab, Director-General of Health Malaysia called on all sectors to take collective action:

“We must act with urgency and unity, drawing upon our shared commitment to deliver health services that are people-centred, resilient, and responsive.”


Participants and partners at the launch of the National Blueprint for Behavioural Insights in Health

The National Blueprint for Behavioural Insights in Health  reflects a whole-of-government and whole-of-society approach to health. It serves as a national strategy translating behavioural science into actionable strategies for policymakers, practitioners and partners across Malaysia’s health ecosystem.


YB Datuk Seri Dr Dzulkefly Ahmad signs the pledge wall at the launch

As part of its implementation, Malaysia will host the first National Conference on Behavioural Science for Health in 2026, creating a platform for innovation, collaboration and knowledge exchange.

The National Blueprint for Behavioural Insights in Health is now available on the Ministry of Health’s Institute for Health Behavioural Research website