Instead we suggest a different approach- by placing the patient as the center of the marketing focus and acknowledging and messaging to their values…. (barriers and motivators to behavior), Knowledge (about disease, and rx, treatment experience, gaps and myths), self efficacy (skills and self confidence, practice skills), Support network (family and friends, online discussions and resources, advocacy organizations, and HCP team) and their surrounding environment (socio economic factors, family/other personal, their experience with the disease, and access and coverage)
A patient journey supports all phases of the brand experience including adherence to act as a frame work to developMessaging platformsConcept developmentTactical development Suggests timing and cadence needs based on patient experiencesBegins with an understanding of the step by step process or “journey” from initial diagnosis to treatment initiation, to successful treatment, including side effect management and adherenceThe journey features the patient pathway, the relevant insights along the way and maps the educational needs of the patient at each critical stepProvides a “snapshot” in timeHelps identify “key leverageable moments” that can be aligned with tactical interventions
To find and fill gaps and needs to build successful adherence, the brand needs to identify what experiences all journeys consider:PhysicalEmotionalSocialClinicalEducationSkillsThe treatments that patients have already experienced with brandsInteractions with caregivers and cliniciansBy recognizing this journey- and in particular for this purpose- at adherence behaviors, we can intervene tactically to combat those barriers a patient is anticipated to face while successfully setting them up for adherence, before they even take the first dose.
Overall, behavior models – both theoretical and proven- help to provide a framework to identify and ultimately shape or change behaviors. This includes helping to predict an individuals ability to adhere to a treatment regimine and provide tactics to help encourage adherence.
There are many different types of behavior change models and many that could fit into a disease state, but there are 3 factors to consider when working with a behavior change model and a brand- 1. The brand objective, 2. The patients experience and 3. the disease state. Evaluating these factors and validating them with clinical research will help provide your brand with a framework for behavior change.
The traditional pharma model is broken into 4 stages and tends to be more superficial. We suggest looking at it a little different
We can use the HBM to recognize these areas of concern, for example, when first starting a treatment for metastatic melanoma, if the patient doesn’t believe that the condition is serious, that he wont continue to be susceptible to it- then the chances for him being adherent to the treatment are pretty poor. Thankfully- we can provide tactical interventions to help him successfully start treatment- and provide him with the skills, beliefs and attitudes to remain adherent.
After establishing patterns, barriers, motivators and key areas of need, we can intervene tactically
Brands need to recognize that the clinical encounter involves more than the doctor to patient interaction. Its actually a series of very dynamic relationships and the true clinical encounter takes into account interactions and communication between multiple stakeholders as well as recognizing, and addressing their needs.
Patients are often seen as an extension of the marketing experienceIntricate relationships exist between HCP’s and patients and how they interactBy layering a patient journey with the clinical encounter, we can understand the multidimensional dynamics of the healthcare environment and the influencers of patient successNote that some interactions that should be evaluated include those that are NOT so common or top of mind .For example, patient to patient, patient to caregiver, HCP to pharmacist, or the brand to the pharmacist.
Layering on these clinical encounters then can tell us more than just the patient experience- rather it can illustrate the dynamic experience between patients, nurses, doctors, support groups, caregivers and other HCP’s- which can then be messaged to.
Great deal of reasons for low health literacy -Stress and anxiety (including in the doctors office)-Use of unfamiliar technical languageLearning disabilitiesLack of educational opportunityCognitive ability reduced with ageESLPatients need to be able to find information:On the Internet, andThrough health and advocacy organizations (to request information and support)They must also be able to:Understand treatment choices and recommendationsInterpret descriptions of treatment efficacy and risks for disease recurrence or progression—many of which use numerical concepts such as percentages and probabilityAsk questions for clarificationUnderstand a risk evaluation and mitigation strategies (REMS)–related consent form that describes the possible risks of taking a product In addition, patients should be able to:Interpret charts and labels Decide when to take a medication and what dose to takeKeep track of medications taken and doctor appointments, symptoms, side effects, and progress
Although humorous in nature, not too far from what we experience in real life
According to the NAAL study, Only 12% of Americans are proficient in health literacy skills.9 out of ten Americans have difficulty using everyday health information to make good healthcare decisions (including medicine choices, taking medicine, and knowing how to take)And low health literacy does not mean low IQWhen they cannot find or understand that information, the healthcare industry also pays the price
Our clients recognized the value in making materials health literacy and addressing comprehension issues to help patients move along their journey and stay adherent. In evaluating the materials against the core health literacy principles of content, layout, interaction, and design, we noticed some key weak points- and then (TRANSITION) revised the materials to meet health literacy principles. The layout now includes a lower reading level, more white space, chunked information, dual coding, and interactivity to name a few. It also includes principles from the behavior model such as self-efficacy, cues to action while overcoming adherence barriers.
These resources also contain tools such as measurement tools, guidelines, and checklists
The patient journeyThe behavioral modelTactical interventions aligned against the model and journeyThe clinical encounterMeasurementThe dynamic relationship of all 5 considerations drive a strong, targeted and effective brand experience that fosters adherence.
Key takeaway: brands can drive more effective patient interactions…when they effectively position patients at the center of their adherence strategyTalk with us or other HealthEd attendees to learn more
Adherence Begins Before Treatment: EXL Adherence Summit Presentation
Adherence Begins Before Treatment:5 Strategies You Must Consider toDrive Effective Patient InteractionsExL Pharma 2nd Patient Adherence SummitPhiladelphia, PAFebruary 23, 2012