Daniel Kahneman taught us that our emotional, fast-thinking brains rate losses twice as much as gains. Since then, medical researchers taught us that our loss-to-gain ratio is even higher when it comes to personal health. This makes clearly thinking about medical decisions very challenging…. So then, what do we do about it!? That’s what PFR is all about. Transforming advanced behavioral science into valuable behavioral action. Next, we discuss a behavioral approach to