Kate Reid, general manager of Atlantis Healthcare UK, outlines the benefits of an individualised approach to non-compliance. "Current research suggests that 50 per cent of patients are non-adherent," says Reid. "More worrisome 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 sceptical of the treatment they've been prescribed."

Reid says the reason for this scepticism 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 programmes must move beyond reminders and leaflets in favour of a more personalised outreach that addresses each patient's logic for avoiding his or her medication.

To listen to the full interview as a podcast - click here

Reid will be providing a workshop focusing on patient adherence solutions at eyeforpharma's 7th Annual Patient Adherence Summit (16-17 June, Zurich). Professor John Weinman, Head of Department, Health Psychology, King's College London will lead the discussion with a team of health psychologists to answer your questions and review in detail adherence solutions that have been proven to work. To find out more about the conference, visit the Patient Adherence & Relationship Marketing Summit website.

Source:
Camilla Ohlsson
VP - Europe
eyeforpharma
T: +44 (0) 207 375 7223
E: cohlsson@eyeforpharma.com
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