Did you know that >35% of the population suffers from needle fear? And that this has dire consequences? Patients avoid needles and healthcare, resulting in adverse health outcomes, and if they dare to make the step to a hospital, a simple phlebotomy takes on average 12 minutes longer or fails alltogether! In short, needle fear is not only very terrible to suffer from, but it causes problems and costs for all the healthcare organisations responsible for injections and phlebotomies.Enabled by NWO VENI and Take-off grants and in collaboration with Sanquin, we are studying the emotional and physical reactions to needles with project FAINT (FAcial INfrared Thermal imaging in the prevention of needle induced fainting). This research has led us to develop an innovative solution: AINAR. AINAR is a serious game, based on artificial intelligence and biofeedback. In short: AINAR teaches patients how to control and prevent their needle fear and fainting, in an independent and playful way. Not only is this helpful for the patient, but the aim of AINAR is to support the patient in such a way that the venapuncture itself is stress-free and quick, which saves a lot of costs. I strongly believe that neuroscientific knowledge on unconscious emotional brain and body processing and more importantly, how this influences people's behavior and decision making, is a basis for the development of evidence-based solutions in a medical setting. My own team covers expertise in neuroscience, bloodbanking and the newest AI and data science techniques, while strong collaborative ties with the both Tilburg University, Sanquin, and healthcare organisations, providing a network enabling product development and validation, and access to experts, healthcare providers.