Podcast: How personalised outreach can boost adherence

Andrew Tolve (Staff Writer) interviews Kate Reid (Atlantis Healthcare UK)

Kate Reid, general manager of Atlantis Healthcare UK, outlines the benefits of an individualized approach to non-compliance.

Current research suggests that 50 percent of patients are non-adherent.

More worrisome, says Kate Reid, general manager of Atlantis Healthcare UK, is the fact that 60 to 70 percent of these patients are deliberately non-adherent.

That means they’re not forgetful or financially strained, but skeptical of the treatment they’ve been prescribed.

Reid says the reason for this skepticism stems from deep misperceptions of their own conditions (many like to believe they’re not as sick as the doctor says) and of their medications (many believe half the dosage will suffice on days when they’re feeling better).

To address this intentional non-adherence, Reid believes patient support programs must move beyond reminders and leaflets in favor of a more personalized outreach that addresses each patient’s logic for avoiding his or her medication.

Reid will be speaking about these challenges and opportunities at eyeforpharma’s Patient Adherence & Relationship Marketing Conference in Zurich on June 16th and 17th.

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