Four Key Questions About Adherence
Patient adherence is a hot topic when it comes to pharma marketing. Pharma companies must navigate patient barriers and develop services and programs that help the patients get the most out of their medication.
PM360 reached out to industry leaders to provide insights as to how a successful adherence program should be created. MicroMass’ Jessica Brueggeman offered her insights to the following questions:
- What are the keys to creating a successful adherence program?
- What types of programs or techniques are the most effective in improving adherence?
- What techniques have been the least effective?
There are three keys to creating a successful adherence program.
- Recognize that medication adherence should NOT be your primary goal. Why? Because adherence is too narrow of a focus, and even though this endpoint is valuable to pharma, it has limited value to patients. Pharma’s focus should be on improving health outcomes. To accomplish this, pharma should address the clinical (functional) needs and psychosocial needs. Adherence is something that happens as a result of meeting the patient’s needs.
- Go beyond education to change behavior. Information and education are important. However, research demonstrates that education alone is not as effective as education paired with evidence-based behavioral strategies. Why? Because education only builds knowledge. Other strategies help motivate patients and help them build skills to become (and remain) successful. Just knowing why it’s important is often not enough to make a difference.
- Know that changing behavior takes time. Adherence should not be positioned as a one-off tactic or a single interaction, such as a refill reminder or patient brochure. Effective adherence initiatives should take a multi-channeled approach over time. These touchpoints should include evidence-based strategies designed for the patient and the HCP.