Davies Adherence Case Study 2
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The Challenge A top pharmaceutical faced stiff competition in a very crowded treatment category for its daily medication for an asymptomatic disease. Physician-directed marketing and consumer outreach had highlighted the drug’s competitive differences. However, patient adherence still fell off by more than 75% over a 12-month period, despite broad disease awareness programs by the pharmaceutical and a patient advocacy group that underscored the dangers of the disease going untreated. The Solution The solution to adherence lay with a fundamental understanding of patient motivations. Previous campaigns that focused on “hard” scientific advantages of the drug and tangible dangers, failed to address the true individual motivations for adherent behavior. Insight-driven research that focused on understanding motivations for success from patients’ perspectives uncovered a very indirect route to achieving adherent behavior. By engaging and training patient advocates who were able to share their treatment-adherent successes, other patients were able to find within themselves their own personal motivations for adherence. Additionally, these patients were able to maintain adherence over time, by surrounding them with an active community-based support and reminder system. The Result Approximate 15% increase in prescriptions within targeted areas versus pre-program. Keys to Adherence Success Patient-Perspective Research TM Adherence Matrix TM Micro-Motivational Grid TM Treatment Start • Personal Adaptation • Through Treatment Course Geographic Targeting Patient-to-Patient Circle Community Support Trained Patient Advocates Motivational Materials Key Communication Tactics Two-Way Patient Communication Multi-Dimensional Support System Tailored Reminder Notices Daily Medication for Asymptomatic Disease Davies
description
Daily medication for asymptomatic disease.
Transcript of Davies Adherence Case Study 2
The Challenge A top pharmaceutical faced stiff competition in a very crowded treatment category for its daily medication for an asymptomatic disease. Physician-directed marketing and consumer outreach had highlighted the drug’s competitive differences. However, patient adherence still fell off by more than 75% over a 12-month period, despite broad disease awareness programs by the pharmaceutical and a patient advocacy group that underscored the dangers of the disease going untreated.
The Solution The solution to adherence lay with a fundamental understanding of patient motivations. Previous campaigns that focused on “hard” scientific advantages of the drug and tangible dangers, failed to address the true individual motivations for adherent behavior. Insight-driven research that focused on understanding motivations for success from patients’ perspectives uncovered a very indirect route to achieving adherent behavior. By engaging and training patient advocates who were able to share their treatment-adherent successes, other patients were able to find within themselves their own personal motivations for adherence. Additionally, these patients were able to maintain adherence over time, by surrounding them with an active community-based support and reminder system.
The Result Approximate 15% increase in prescriptions within targeted areas versus pre-program.
Keys to Adherence Success
Patient-Perspective ResearchTM
Adherence MatrixTM
Micro-Motivational GridTM
Treatment Start •
Personal Adaptation •
Through Treatment Course
Geographic Targeting
Patient-to-Patient Circle
Community Support
Trained Patient Advocates
Motivational Materials
Key Communication Tactics
Two-Way Patient Communication
Multi-Dimensional Support System
Tailored Reminder Notices
Daily Medication for Asymptomatic DiseaseDavies
