Adherence is defined as voluntary behavior conducive to positive outcomes by following a particular treatment plan1. Adherence results in lower costs to the healthcare system2. Since adherence is a behavioral issue at its core, market researchers are in a position to help understand factors impinging on this.
Because adherence is a behavioral issue, then it is as complicated as human nature itself. Yet there are relatively low-cost solutions that are commonly recommended that promote adherence. Among these are reminder tools. Physical and electronic reminders or calendars can be employed.
Electronic reminders are used by some drug manufacturers in their patient support program websites. This is, in our opinion, good practice. Even if the patient ends up not using a specific electronic tool provided by the manufacturer, they become aware that they can use this type of resource and choose one that better fits their preferences.
Physical calendars or stickers for physical calendars are additional options. We may even think of pill boxes as a physical calendar or reminder. However, the legality of using them is in doubt in some jurisdictions as medications are supposed to be kept in the packaging where they are dispensed3.
Regardless of physical or electronic strategy, people involved in healthcare need to help patients establish routines. It is for this reason that healthcare market researchers, as professionals who periodically interact with them, are in a good position to shed light on challenges and opportunities to improve adherence. Time of day, number of times, and mode of administration all impinge on it. While a lot of this information can be obtained from clinical trials data, post-marketing, the onus is on clinical personnel and other non-clinical listeners to understand adherence challenges.
Our recommendation for healthcare market research is that addressing adherence be considered in interviews with patients, even when understanding adherence is not a main research goal. Very often patients themselves bring up the subject, and ideas specific to their therapy spontaneously get generated. These, in turn, can get compiled and shared with the market research sponsor. Thus, post-marketing healthcare research can be a valuable source of ideas to ensure patients have the right tools for positive outcomes. While adherence may not always be central to a research study, the topic should most likely be relevant.
References
- Ho PM, Bryson CL, Rumsfeld JS. Medication adherence: its importance in cardiovascular outcomes. Circulation. 2009 Jun 16;119(23):3028-35. doi: 10.1161/CIRCULATIONAHA.108.768986. PMID: 19528344.
- Iuga AO, McGuire MJ. Adherence and health care costs. Risk Manag Healthc Policy. 2014 Feb 20;7:35-44. doi: 10.2147/RMHP.S19801. PMID: 24591853; PMCID: PMC3934668.
- Is Your Seven-Day Pill Box Illegal? [Internet]; 2023 Oct 5. Accessed 2024 Mar 15. Available from: https:// https://www.texasdefensefirm.com/seven-day-pill-box-illegal
