Non-adherence in chronic diseases: An attitude perspective

Medicines don’t work if people don’t take them! And yet, medicines are neglected the most. Attitudes are contagious! With an estimated 50% non-adherence in chronic conditions, segmenting patients based on their attitudes is critical to evolving adherence models. Brandcare studies behaviors and attitudes of diabetics in India.

The findings from this study shaped our HCP engagement approach significantly — shifting from reminder-based adherence programs to attitude-informed engagement models that help pharma brands design more meaningful conversations between doctors and their patients.