Humanizing the Patient-to-Medicine Connection

Carol Fitzgerald

One of the challenges facing the healthcare sector at large is patient adherence. It’s a topic of continuing importance and increasing interest.With on average 50% of patients not taking their medication as prescribed (and 33% never even filling their prescription in the first place), there’s much work to be done in understanding how to drive compliance.

We recently explored the impact of emotions when it comes to adherence, co-presenting our new study with Merck at the Pharma MR conference. We found that diving deep into patient feelings about their experience provides clues to how to positively influence their behavior and affect better outcomes. For example, in this study, we explored how they feel about managing their condition and their feelings about their physician relationship.

But what about the roles other individuals play in the complex puzzle? For example, what is the role of the pharmacist? Recent industry data shows the pharmacist holds an influential position. For example, a 2013 study by the National Community Pharmacist Association identified patient connectedness with their pharmacist as the leading predictor of adherence.

This pharmacy/pharmacist connection was the focus of a Wall Street Journal article that caught our eye here at BuzzBack earlier this month. It featured CVS CEO, Larry Merlo, who focuses on this exact issue: the need to humanize the patient-to-medicine connection with a clearer understanding of emotions. He sees the role of CVS as one to “help people on their path to better health.” Mr. Merlo believes that one of the ways CVS can truly make a difference is in making sure people take the medications they are prescribed.

CVS has made improving adherence a central goal, looking to improve it as much as 15% over the next two years by working on the pharmacy-patient relationship, and not just the administration of the drug. Mr. Merlo sees the pharmacist as integral to the equation: “CVS figures a one-on-one conversation with a pharmacist is two to three times more effective than any other method to change patient behavior – in a way, the human element that often goes missing in the U.S. health-care debate.”

At BuzzBack, we are excited to be part of the debate. Through innovative tools and creative expression techniques, we help consumers find the language to articulate the obstacles that need to be removed on their road to better health. And we uncover more effective ways that pharma companies can prepare physicians and pharmacists to communicate and lead patients on their adherence journey. In fact, we’ll be conducting an upcoming webinar presenting the results of our study around this important topic. Click to attend the webinar on Wednesday, March 4th or Thursday, March 5th.

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