VAL Health: Behavioral Economics Consulting | Health Care | Engagement

SBIR Press Release


January 11, 2016

VAL Health and Pro-Change launch Evidence-Based Smoking Cessation Program

Bringing together leading science of Behavioral Economics and the Transtheoretical Model

STAMFORD, CT January 11, 2016 – VAL Health, LLC today announced the launch of a smoking cessation program based on the science of behavioral economics and the Transtheoretical Model. The program integrates VAL Health’s evidence-based approach to financial incentives with Pro-Change Inc.’s proven smoking cessation program.

VAL Health’s financial incentives solution, VAL Health Rewards, is an evidence-based program that applies the principles of behavioral economics. The program is proven to improve the impact and efficacy of incentives yielding results including tripled weight loss app engagement and 2.4x increase in health assessment completion, all while lowering incentives costs around 50%.

Pro-Change’s Smoking Cessation Program is based on the Transtheoretical Model of Behavior Change (TTM). The digital program is designed to help smokers at all stages of change - those who are ready to quit and those who aren’t.

“We are excited to be launching VAL Health Rewards to support smokers on their journey to a tobacco free lifestyle,” said Karen Sussman Horgan, Co-Founder and President of VAL Health. “The combination of our behavioral economics based financial incentives and Pro-Change’s pioneering approach to behavior change is a powerful solution,” Horgan continued.

VAL Health and Pro-Change have previous experience working together including successfully implementing a smoking cessation program with Care New England employees in Rhode Island. This program delivered results including more than double the rate of target participation, 64% program completion, and a quit rate higher than 25%.

VAL Health received a prestigious SBIR grant from the National Institute of Health (NIH Grant 4R44AG044872) for this program and partnered with Pro-Change as the provider of the smoking cessation program. Any smoker in the U.S. over the age of 18 is eligible for the program, which will run from the first of this year through June. 

Learn more about the program at

About VAL Health
VAL Health is the leading global behavioral economics firm focused on health. VAL Health delivers improved health engagement and lower costs for employers, health plans, providers, and digital health platforms through consulting and its flagship behavioral economics based incentives program, VAL Health Rewards. For more information on VAL Health’s evidence base and solutions, please visit us at, LinkedIn, or Twitter.

Media contact: Laura Snyder,

About Pro-Change
Pro-Change Behavior Systems, Inc., a certified Women's Business Enterprise, is a research and development company providing Wellness Partners with computer and coaching-based programs for changing health risk behaviors. Based on the Transtheoretical Model of Behavior Change developed by founder Dr. James O. Prochaska, Pro-Change programs are for entire populations and are uniquely tailored to each individual. Pro-Change programs have produced unprecedented impacts on multiple behaviors to enhance health and reduce health care costs. In 2009, Pro-Change LifeStyle Management Programs for Stress Management, Depression Prevention, Weight Management, Exercising Regularly, Smoking Cessation, and Medication Adherence won the URAC Gold Award for Best Practices in Health Management. In 2012, the LifeStyle programs were featured on AHRQ's Innovation Exchange website. In 2014, Pro-Change was awarded Health Information Products (HIP) Certification for Health Appraisals by the National Committee for Quality Assurance (NCQA). For more information about Pro-Change, please visit