What is the Availability Bias? At HRW Shift, we know the Availability bias is our tendency to judge how likely something is based on how easily examples come to mind. Dramatic events like plane crashes or global pandemics, stick in memory because they’re vivid, emotional, and widely reported. This makes them feel more common than they actually are. In contrast, quieter risks, such as high blood pressure or minor car accidents, rarely dominate headlines. As a result, they’re harder to recall and often feel less urgent, despite being far more frequent. The outcome? Our attention gravitates towards rare, memorable dangers, while everyday risks that quietly shape health outcomes often slip under the radar. How Availability Bias Shows Up in Healthcare This bias can influence decision-making across healthcare in subtle but significant ways: -Patients may worry more about rare complications than routine health risks like missed check-ups –Clinicians might recall an unusual case more vividly than the many typical ones they see each week. -Policymakers often respond swiftly to sudden outbreaks, while long-term challenges like prevention programmes receive less attention. The psychology is consistent: the more memorable an event, the more weight it carries in our judgements—regardless of its actual likelihood. Balancing the Vivid and the Everyday So how can healthcare professionals and systems reduce the pull of what’s most vivid and make more evidence-based decisions? Here are four strategies to counter availability bias in healthcare: -Contextualise risk: Use simple comparisons or visuals to show how everyday risks add up alongside rarer events. -Pair stories with data: Memorable narratives are powerful—but they should be balanced with base rates and broader patterns. -Sustain salience: Build prompts, reminders, and regular check-ins so quieter, ongoing risks stay visible. -Review priorities: Periodically reflect on whether attention and resources match true impact—not just what dominated recent headlines. By designing with availability bias in mind, healthcare can support more balanced, data-informed choices across patients, clinicians, and policy. If you’d like to discuss how you can apply Behavioural insights to improve decision-making and patient outcomes, we’d love to hear from you. Please fill in our Contact Us form below. Apply Now!