Measured by the number of Pharma reminder apps and patient education materials related to adherence, prevalent underlying patient insights on adherence would appear to be:
In contrast, the main reasons for non-adherence derived from a recent Vertic DigitalIQ study are:
These insights combined with the Trans Theoretical Model of Change tell us that neither a reminder app nor education are likely to make much difference to adherence.
Before any defining any patient oriented activity, the most important task is to build a patient profile by uncovering, cataloging and prioritizing the needs and barriers of the patients at an extremely granular level.
The above example shows key psychological barriers for a patient with a long term degenerative disease. We can apply this understanding to your behavior model of choice to define behavior change activities in this specific area. Below is the example of the “Sense of Doom” suffered by the patient driven by Fixation on the Disease end-stages.
On the basis of analyzing each of the barriers, you can map the profile of the patient combining the strength of the available models, e.g. as below the Trans Theoretical Model of Change and Fogg’s Behavior Model.
The underlying model for deriving the patient insights is the DigitalIQ. DigitalIQ is a Big Data, Observational Study anchored in Social Media behavior, Search behavior, Influencer Analysis and other New Classes of data from the Digital Ecosystem such as via APIs from tracking and monitoring mobile devices.
Smart marketers recognize that there will be a distinct “before” and “after” in consumer behavior as a result of the pandemic. You must start now to create the digital tools needed to embed your brand in the customer’s post-COVID life.
Take the time now to identify and understand the new expectations of your customers, and how have their habits and priorities shifted during this time