|2nd October 2014
I recently met Thomas, a man in his early thirties with a debilitating chronic condition. He is poly-medicated, needs weekly kinesitherapy, and knows that at best, his condition is stable. Thomas openly admits that he does not take his medicines as prescribed: “I forget sometimes” or “I can’t be bothered” and even “I don’t want to” are the reasons provided.
Most physicians will know a patient like Thomas. Medicine non-adherence is a common and unruly beast, which can strike anywhere and at any time, irrespective of the patient profile and severity of condition. Empathetic physicians and determined carers are often required to tame the non-adherence beast, for positive therapeutic outcomes. According to the World Health Organisation (WHO) around 30-50% of patients do not take their medicines as prescribed. In Europe alone, the cost of poor adherence to treatment is estimated at 195,000 lives and €20 billion annually.
Pharma marketers know all too well how non-adherence can negatively affect their brand image and brand loyalty. Evidence-based tools like the Medication-Related Consultation Framework (MRCF) can assist physicians in this challenge. It is a patient-centric, evidence-based, peer-to-peer framework; developed to help to facilitate effective therapeutic patient and physician relationships for collaborative progress towards positive therapeutic outcomes.
Non-adherence is multi-factorial: practical and perceptual barriers are numerous, and vary across individuals, sometimes across circumstances, for any given individual. Cultural habits and entrenched beliefs also impact behaviours of all involved, including those of healthcare professionals. Pharma marketers are in a privileged place to help to support medicine adherence. They know their products, connect with both customers (physicians) and patients, and work closely with regulators and payers.
Empowerment Marketing (EM) translates customer-centric marketing activities into daily-life tools that allow end-users, healthcare professionals and carers, to steer actions and retain as much control as possible. EM facilitates desired behaviours, including adherence, which supports beliefs shifting.
As Thomas and I talked, we recognised that Thomas the Millennial, his Generation X physician and his late baby boomer family, all share common goals: to be involved, to set the agenda, to feel good, and to win within constraints. EM is trans-generational, though attuned to generational needs. Thomas loves technology and mobility, he is a keen online player of strategic games and likes a helping of Candy Crush on the side and Netflix. His family and friends share some of his hobbies, understand his interests. They can also use technology differently for their own needs. Also, Thomas is not just a patient, he is a person. His friends, family and relatives see ‘him’. Thomas likes to have fun and to laugh.
|14th February 2019
Dina Patel speaks to Omri Shor, Co-Founder and CEO of Medisafe, to find out how his medication management app is tackling the problem of poor adherence.
|6th February 2019
Inside this downloadable pack, you’ll find a wealth of exclusive information on the way multiple sclerosis is commonly treated today. As well as areas of continuous improvement for the industry.
|1st February 2019
MS advocate Trishna Bharadia explains the numerous factors that lead patients to choose a disease-modifying therapy, including the important considerations healthcare professionals and pharma often forget.