Marketing & Strategy

Bayer’s patient program improves treatment persistence and adherence

Health Industry Hub | March 10, 2021 |
[Total: 2    Average: 4.5/5]

Marketing & Strategy: A leading patient outcomes journal has published a study that demonstrates significant improvement in treatment behaviours among patients with neovascular age-related macular degeneration (nAMD) who received personalised support in managing the practical and emotional impact of nAMD compared with those receiving usual care.

Atlantis Healthcare, a global company specialising in the design and delivery of personalized support solutions to patients and caregivers living with chronic illness, operates the SmartSight program, which is sponsored and funded by Bayer Australia.

The paper examines how assessing each patient’s beliefs about their treatment and illness can help predict their level of behavioural risk, and then guide the delivery of a personalised support program that improves health behaviours, including attending treatment appointments and staying on treatment as prescribed.

The SmartSight support program, funded by Bayer Australia, was launched in Australia in 2012, and patients received tailored information as well as nurse-led coaching calls on topics identified as most relevant according to each patient’s profile. Data from enrolled patients was analysed in comparison to an anonymised sample of nAMD patients in the Australian government’s Pharmaceutical Benefits Scheme (PBS) dataset. Persistence on treatment at 24 months was significantly higher in patients on the personalised support program (88% vs 64%, p<0.05). This equates to 2 additional monthly injections completed over 24 months.

Given that the international healthcare community could save an estimated $269 billion by improving medication adherence, this study provides meaningful evidence that the challenge of non-adherence can be addressed by understanding and supporting each person as a unique individual.

A/Prof Andrew Chang, Head of Ophthalmology Sydney Eye Hospital highlights the revolutionary effectiveness of modern anti-VEGF drugs in treating nAMD. “A challenge facing clinicians in treating their patients is to ensure they adhere to a rigorous treatment regime. An understanding of the burden of care for patients, their carers and treating doctors is fundamental. Patient Support Programs targeting the high-risk situations for patients discontinuing treatment is countered by providing support and education. This research proves that improving persistence is achievable and may save their precious sight.”

Peter Said, co-author and Head of Patient Engagement, APAC at Bayer explains, “This study reinforces the real-world value that adding patient support based on health psychology insights and an understanding of the wider patient experience can deliver, alongside effective treatments and medical care. As shown in this study, a personalized patient approach can empower patients to take a more active role in their treatment journey, which can improve healthcare outcomes.”

Connor Holmes, co-author and Country Manager of Atlantis Healthcare Australia noted “As specialists in health behaviour and personalised support that empowers patients for better outcomes, we are pleased to once again demonstrate the impact of our approach. We are also proud that 9 out of 10 participants said they would recommend the support program to others living with nAMD.”

“Taking a patient-centric approach in understanding the individual motivators and barriers behind complex health behaviours, we can combine technology and design to create effective solutions and a better patient experience on treatment. The support we provide helps people manage their health better in the long-term, and enjoy what they value most,” added Jonny Duder, CEO of Atlantis Healthcare Group. 

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