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Impact of social media on patient adherence

Silja Chouquet
Silja Chouquet
Silja ChouquetOwner at whydot GmbH

Presentation at eyeforpharma Multi Channel Marketing Conference, London, November 7th, 2013

Impact of social media on patient adherence

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Non-adherence is the norm- Legalize it!
“Increasing the effectiveness of adherence interventions may
have a far greater impact on the health of the population than
any other improvement in specific medical treatments”
Haynes RB. Interventions for helping patients to follow prescriptions for medications.
Cochrane Database of Systematic Reviews, 2001, Issue 1.
Poor adherence to treatment of chronic diseases is
a worldwide problem of striking magnitude

50%

... or lower depending on country
“Adherence to long term therapy”, WHO 2003
Self-regulation: Grasshopper vs. ant

Source: Self-regulation model, Leventhal et al. 1984
Beliefs drive behavior

Causes
Time

Control/
Cure

Identity

Consequences

Source: Illness perception model, J. Weinman et all 1995
Resisting medicines

Concerns
Overuse

Necessity

Harm
Ad

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Impact of social media on patient adherence

  • 1. Non-adherence is the norm- Legalize it!
  • 2. “Increasing the effectiveness of adherence interventions may have a far greater impact on the health of the population than any other improvement in specific medical treatments” Haynes RB. Interventions for helping patients to follow prescriptions for medications. Cochrane Database of Systematic Reviews, 2001, Issue 1.
  • 3. Poor adherence to treatment of chronic diseases is a worldwide problem of striking magnitude 50% ... or lower depending on country “Adherence to long term therapy”, WHO 2003
  • 4. Self-regulation: Grasshopper vs. ant Source: Self-regulation model, Leventhal et al. 1984
  • 7. So does the Internet impact adherence?
  • 8. We asked 200 patients in HealthUnlocked Lupus community how they felt about adherence
  • 9. About 60% admitted to having missed doses
  • 10. ...mostly because said because they forgot
  • 11. ...few admitted because of side effects
  • 12. Going deeper though some deeper motives emerged The drugs have lots of side effects and sometimes i just don’t want to take them...so I forget I stopped, because I wanted to know how I feel without med. Just felt completely fed up and couldn't be bothered. Medication doesn't really make me feel much better. Scared by the thought that this is my future and then find out that most people think it is an inevitable ...
  • 13. Online engagement made patients feel better informed and consequently more confident
  • 14. ...which in turn had an effect on their adherence
  • 15. Internet creates mostly POSITIVE change Information It makes you think about the consequences of taking them when you read about some of the side effects that people suffer from. It made me question drug regime more. Motivation I was able to negotiate the change with my NHS Endo after a year on no meds. I now take in split doses. I am doing well. Skills That people tend to explain their experiences this has led me into trusting the meds a little bit more. Change It encouraged me to wait for the tablets to take effect. It's the support you get and the motivation and they understand what you are going through. It helps me stick with my meds despite the side effects reading what other people have to put up with. Gives me confidence to hear that people have the same experiences 15
  • 16. Information + Motivation + Skill= Behavioral Change Info + Skill + Motivation = Change
  • 17. How can Multi Channel Marketing help? Reinforcement Product necessity and safety Content Change Disease awareness Patient information and education Relapse prevention and recuperation Social Support Commitment Conversation Self Monitoring Tools Behavioral strategies Behavioral contracting Goal setting Feedback 17
  • 18. Payors “get it”: Non-adherence comes at a cost Source: Medication Adherence Leads to Lower Healthcare Use and Costs Despite Increased Drug Spending, Health Affaires, 2011
  • 19. Payors believe digital is part of the solution
  • 20. Are we letting our patients down? Products lie to us. Food says "low carb" or "sugar-free," but isn't good for us. Nutritional information isn't always accurate, or has unrealistic serving sizes. Companies and gadgets lie. We're told something makes diabetes "easy" or "painless." Diabetes is never easy, and never painless.   My insulin pump is the best piece of technology I've ever had, but it sometimes lies to me too. Sometimes it says it's delivering fine, but the cannula is kinked so my sugars are suddenly in the 20s with no explanation? I never know. How much of the insulin did I actually get? Diaturgy blog
  • 21. Are we expecting patients to behave according to unrealistic standards we made up in labs?
  • 22. Non-adherence is the norm- Legalize it! Non-adherence is nothing new but our definition of adherence is old Need to transform adherence guidelines into real world health outcomes Patient empowerment is rising and the internet is the elevator
  • 23. Patients need to be supported not blamed “Adherence to long term therapy”, WHO 2003