Patient Adherence: Focus on the Patient

Happy New Year! I don’t know about you, but I had great holidays and I’m charged up and eager to build on the new opportunities 2012 will surely bring.

In my blog post before the holiday break I recommended that marketers in pharmaceutical, biotechnology, and medical device companies think about patient adherence as a significant driver for their business. I feel strongly that well-developed patient adherence programs provide win-win-win solutions for all stakeholders.

Valuable patient adherence programs focus on the patient and meeting their needs. As with most programs, the first step is to think strategically about patient adherence. Ideally, this would be early in the development of your product. However, your product may be well into clinical development or post-launch, and it isn’t too late to implement a patient adherence program. I’d ask you to think of these key factors to determine if patient adherence could help your product:

• Treats a chronic conditions
• Dosing or administration challenges
• Low rates of patient retention
• Good patent life (ie, 5 years or more)

I think of patient adherence as a part of the product’s value proposition. To design successful patient adherence programs, focus on the patient and understand their behaviors and challenges in the disease-state your product is used. Understand what behaviors they exhibit and why. Once you have this understanding you can develop targeted and personalized approaches to support patients. Ultimately, provide targeted resources online, via mobile devices, and in print. This targeted approach builds a sense of value, commitment, and trust with patients. Additionally, if patients are able to overcome challenges they will stay on therapy, which provides them with a greater quality of life, and decreases healthcare costs.

Are you wondering where to begin? We start by mapping the patient journey. Despite individual behaviors and attitudes, patients generally follow a typical path in managing their condition.

Judith H. Hibbard and James J. Cunningham have developed the Patient Activation Meter (PAM). This is the first instrument that measures the skills, knowledge, beliefs and behaviors that combine to create an activated patient. It indicates that patients progress through four (4) stages as they become activated. PAM can be used to assess how well interventions work. The authors of the PAM have measured and identified characteristics for patient activation based on population and health status characteristics. The Center for Studying Healthcare System Change has published this information on their website. This is a good resource for gathering information on patient activation in various disease states.

The PAM tool can help to identify the key areas where support is needed and identify patients receptive to help and support. This information ensures time and money are spent on patients that are receptive to help. The goal is to focus on the patient and understand their journey so you can develop a patient adherence program that uniquely supports their needs.

At American Medical Alert Company (AMAC), we are in a unique position to support patient adherence programs. AMAC offers a wide-range of patient monitoring devices (many of them are used in the home setting), and provides 24/7 communication services to share information and educational materials with patients, providers, and payers.

Share your experiences with patient adherence programs. What key insights have you learned along the way? What tools have you used to understand the journey patients are taking in treating their condition? Have you been able to leverage this knowledge to develop more impactful and effective materials and patient adherence programs?

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