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Adherence Begins Before Treatment: EXL Adherence Summit Presentation

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HealthEd presentation "Adherence Begins Before Treatment: 5 Strategies You Must Consider To Drive Effective Patient Interactions" at the 2nd annual ExL Pharma Patient Adherence Summit in Philadelphia.

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Adherence Begins Before Treatment: EXL Adherence Summit Presentation

  1. 1. Adherence Begins Before Treatment:5 Strategies You Must Consider toDrive Effective Patient InteractionsExL Pharma 2nd Patient Adherence SummitPhiladelphia, PAFebruary 23, 2012
  2. 2. Meet Your Presenters
  3. 3. Marissa Addalia Liz Carden, MPH, CHES Manager, Vice President Health Education ©2012 HealthEd Group, Inc 3
  4. 4. Integrated Insights Drive Our Educational Approach Insights Research Brand Objectives, Strategies, and Plans Clinical, Direct Care Experience Competitive AssessmentsAnalysis and Assessment of Health Literacy andBuying Process Health Clear Communication Segmentation and Education Market Sizing Brand Adult Learning and Behavior Change Theory Strategy Positioning Educational Design Channel Strategies Current Program and Communication Assets/Metrics Online Conversation Mining ©2012 HealthEd Group, Inc 4
  5. 5. Traditional Marketing Focus:How Patients’ and Caregivers’ Lives Fit Into the World of the Brand RX This perspective may not allow programs or content to address real world barriers as patients and caregivers make choices and decisions on how to manage their health. ©2012 HealthEd Group, Inc 5
  6. 6. Our Focus:How the Brand Fits Into Patients’ and Caregivers’ Lives Values, Emotions, Beliefs, and Attitudes Surrounding Knowledge Environment Support Network Self-efficacy ©2012 HealthEd Group, Inc 6
  7. 7. 5 Strategies YOU MUST CONSIDER TODRIVE EFFECTIVE PATIENT INTERACTIONS
  8. 8. ©2012 HealthEd Group, Inc 8
  9. 9. 1. Map the Patient JourneyWHY?Patient journeys distill insights and translate emotional andenvironmental barriers to wellness into visual, actionable frameworksWHAT?An illustration highlighting:• Phases of the brand and/or disease journey• The patient and care partner experience• Landscape metaphors• Clinical treatment overview• Patients’ relationships with core clinicians• Key leverage points and aligned tactics ©2012 HealthEd Group, Inc 9
  10. 10. Begin by Mining Insights Ethnographies Focus Groups/ IDIs Brand Insights Mining Literature Brand Research Review Research Sources Qualitative Social Media Research Quantitative Research ©2012 HealthEd Group, Inc 10
  11. 11. Insights Inform the Patient Journey ©2012 HealthEd Group, Inc 11
  12. 12. Rheumatoid Arthritis ©2012 HealthEd Group, Inc 12
  13. 13. Hemophilia ©2012 HealthEd Group, Inc 13
  14. 14. Alzheimer’s ©2012 HealthEd Group, Inc 14
  15. 15. SNAPSHOTThe Metastatic Melanoma Patient Journey ©2012 HealthEd Group, Inc 15
  16. 16. ©2012 HealthEd Group, Inc 16
  17. 17. 2. Identify and Execute a Behavior Change ModelBehavior change models explain people’s behaviors–as well as how they can be influenced to change• Identify patterns and how educational programs can influence them• Consider environmental, emotional, social, and behavior characteristics• Expand understanding about barriers and motivators• Allow us to “predict” behaviors when coupled with the journey to set up appropriate interventions ©2012 HealthEd Group, Inc 17
  18. 18. Some of the Validated Behavior Change Models Cognitive Dissonance Health Belief Model Theory Theory of Planned BehaviorTheory of Reasoned Action Social Cognitive Theory Stages of Change Transactional Model of Stress and Coping Horne’s Model of Medication Adherence Health Action Process Approach …and more! ©2012 HealthEd Group, Inc 18
  19. 19. Traditional Pharma Model Awareness Conversion Initiation Adherence ©2012 HealthEd Group, Inc 19
  20. 20. The Health Belief Model Construct Description Perceived The patients believe they are at risk for the susceptibility condition or for the condition getting worse Perceived severity The patients believe the condition is severe and urgent Perceived barriers The patients’ assessment of the influences that discourage the action Perceived benefits The patients’ assessment of the influences that encourage the action Perceived efficacy The patients’ belief that they can adopt the action Cues to action External influences prompting the behavior ©2012 HealthEd Group, Inc 20
  21. 21. SNAPSHOTThe Metastatic Melanoma Patient Journey• Perceived susceptibility• Perceived severity• Perceived barriers• Perceived benefits• Perceived efficacy• Cues to action ©2012 HealthEd Group, Inc 21
  22. 22. SNAPSHOTThe Metastatic Melanoma Patient Journey• Perceived susceptibility• Perceived severity• Perceived barriers• Perceived benefits• Perceived efficacy• Cues to action ©2012 HealthEd Group, Inc 22
  23. 23. ©2012 HealthEd Group, Inc 23
  24. 24. 3. Understand the Clinical Encounter The multidimensional dynamics of the healthcare environment and the influencers of patient success ©2012 HealthEd Group, Inc 24
  25. 25. Recognize the Domino Effect ©2012 HealthEd Group, Inc 25 25
  26. 26. SNAPSHOTThe Metastatic Melanoma Patient Journey ©2012 HealthEd Group, Inc 26
  27. 27. ©2012 HealthEd Group, Inc 27
  28. 28. 4. Measure Patient BehaviorFocus on showing a measurable incremental positive impact • Change in skills • Change in knowledge • Change in attitudes and behavior model metrics • Change in behavioral intention ACTIVELY ACTIVELY DISENGAGED ENGAGED ©2012 HealthEd Group, Inc 28
  29. 29. Where to Find Measurement Opportunities Behavioral Skills Knowledge Attitudes Intention• Enriching doctor-patient • Increasing patients’ • Increasing patients’ • Driving patients to communication knowledge about their perceived benefit of specific calls to action• Improving patients’ disease and skills to cope treatment and (e.g., join support ability to understand and with their treatment understanding of the program, refill script, follow treatment routine reasons why medication make an appointment is needed with HCP) • Increasing patients’ • Increasing patients’ motivation to begin and intent to follow medical stay on treatment routine • Setting patients’ expectations about treatment • Increasing patients’ confidence in their ability to follow treatment regimen • Reducing fear of possible side effects • Reducing feelings of stigma because of the disease ©2012 HealthEd Group, Inc 29
  30. 30. SNAPSHOTThe Metastatic Melanoma Patient Journey ©2012 HealthEd Group, Inc 30
  31. 31. ©2012 HealthEd Group, Inc 31
  32. 32. 5. Incorporate Health LiteracyMore Than Reading Health-Related Information Health literacy is defined as: The ability to find, understand, and use basic health information and services needed to make appropriate health decisionsWithin healthcare, patients require health literacy skills to: • Find health information • Interact with healthcare providers (HCPs)They also need the skills to: • Self-manage a health condition • Navigate the healthcare system ©2012 HealthEd Group, Inc 32
  33. 33. Low Health Literacy: An Example http://www.youtube.com/watch?v=dMAS2S51bM8 ©2012 HealthEd Group, Inc 33
  34. 34. The Impact of Low Health Literacy 90 million Americans are at risk for not acting on health information because of low health literacy, regardless of age, income, race, or background The cost of limited health literacy to the nation’s economy is estimated to be between$106 billion and $236 billion per year1. Weiss BD. Health Literacy and Patient Safety: Help Patients Understand. 2nd ed. American Medical Association; 2007.2. Vernon JA et al. 2007. Low Health Literacy: Implications for National Health Policy. http://www.gwumc.edu; 2007. ©2012 HealthEd Group, Inc. 34
  35. 35. Why Utilize Health Literacy Principles? • Better comprehension = greater adherence • Greater financial impact • Required by governing bodies ©2012 HealthEd Group, Inc 35
  36. 36. Skin Care – Before/After ©2012 HealthEd Group, Inc 36
  37. 37. Using Health Literacy Principles to Improve Response Rates Challenge: Approach: To help increase enrollment in its IDPH simplified the language of the Brain Injury Registry, the Iowa letter and adjusted the content to Department of Public Health (IDPH) reflect patients’ perspectives Brain Injury Services promoted its services to Iowans with a recent brain injury 4% Response Rate 15% Response Rate ©2012 HealthEd Group, Inc 37
  38. 38. Health Literacy Resources Centers for Disease Control* www.cdc.gov/healthliteracy Clear Health Communication www.pfizerhealthliteracy.com Health Resources and Service Administration* http://www.hrsa.gov/publichealth/healthliteracy/index.html US Department of Health and Human Services http://www.health.gov/communication/literacy/ Health Literacy Missouri www.healthliteracymissouri.org Florida Literacy Coalition www.floridaliteracy.org A resource library of health literacy resources is also available at SurroundHealth®. Visit www.surroundhealth.net.*Denotes free training available ©2012 HealthEd Group, Inc 38
  39. 39. Summary
  40. 40. Pulling It All Together c c ©2012 HealthEd Group, Inc 40
  41. 41. 5 Strategies to Drive Effective Patient Interactions 1. 2. 3. 4. 5. Map Identify Understand Measure Incorporate the patient & execute a the clinical encounter patient behavior Health Literacy journey behavior change model ©2012 HealthEd Group, Inc 41
  42. 42. Thank You! Liz Carden, MPH, CHES e.carden@thehealthedgroup.com For More Information, Please Contact: Marissa Addalia Vice President 908-379-2018 m.addalia@thehealthedgroup.com

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