What Motivates Cancer Patients To Commit to Treatment?
In the field of health behaviour change, traditionally, much attention has been given to identifying and overcoming barriers that prevent patients from adhering to their prescribed treatments. While understanding these obstacles is important, it is equally vital to shift our focus toward the positive facilitators of behaviour—their motivating factors that we can leverage to enhance the patient experience and improve treatment adherence.
In the field of health behaviour change, traditionally, much attention has been given to identifying and overcoming barriers that prevent patients from adhering to their prescribed treatments. While understanding these obstacles is important, it is equally vital to shift our focus toward the positive facilitators of behaviour—their motivating factors that we can leverage to enhance the patient experience and improve treatment adherence.
Methodology
We conducted a global online survey with 126 cancer patients who are taking self-administered anti-cancer medication at home.*
In addition to completing a range of psychometrically-validated questionnaires to explore the patient perspective, participants were asked to describe two things that motivated them to take their treatment as prescribed.
We were interested in exploring patient motivators to identify what helps people adhere to treatment, so we can leverage these positive factors to enhance support programmes and improve overall patient outcomes.
*More information on the demographic and clinical characteristics of the sample can be found here.
In the Patient’s Words: Treatment Motivators
Participants were asked:
"Name two things that motivate you to take your main cancer medication as prescribed (for example—this could be something you do or have, or something you think, say, or feel)."
This question seeks to uncover the internal and external factors that support their commitment to following their prescribed regimen.
Qualitative responses to this question were thematically analysed, looking for key themes across the sample.
Categorising Motivators
Intrinsic motivators are internal drives that arise from personal satisfaction or fulfilment. They are often related to the individual's personal values, goals or emotional wellbeing.
Because they are internally driven and aligned with what matters to the individual, intrinsic motivators are particularly effective for fostering sustainable behaviour change.
Extrinsic motivators are external factors that influence behaviour through rewards or consequences. These might include tangible rewards, social acceptance or external pressures.
While extrinsic motivators can effectively prompt initial behaviour change and adherence, they might not always sustain long-term commitment on their own.
Intrinsic Motivators—What We Found
Intrinsic motivators were more often cited by participants than were extrinsic motivators. This suggests they are connecting personally to the action of taking medication.
The most frequently cited intrinsic motivator related to the attainment of personal health goals. These goals were framed as wanting to achieve remission, wanting to be healthy and well, and wanting to live longer.
Personal values or aspirations were also widely cited as an intrinsic motivator. The personal values cited included being around for family and continuing to engage in personal interests, such as hobbies and travelling.
Although less frequently cited, inner emotional states were also intrinsic motivating factors. This included being motivated by the emotional experiences associated with fear, hope and comfort.
Extrinsic Motivators—What We Found
Extrinsic motivators cited by patients included those relating to consistency and routine, as well as those associated with a sense of obligation from external pressures.
When citing motivators relating to consistency and routine, participants described the ease of taking the medication and integrating medication taking into their everyday routine.
When participants spoke about feeling obligated to take their medication, they used terms that reflected external pressures or a lack of choice, rather than internal desire or personal values. This indicates that participants felt compelled to follow the medication regimen due to advice from others or a sense of duty, rather than personal goals or values.
Implications for Intervention
By focussing on what patients are doing right, we aim to build support programmes that amplify positive behaviours. This approach—rooted in positive psychology—emphasises enhancing what already works well for the patient, thereby empowering them in their health journey.
Intrinsic motivators, such as personal health goals and values, play a crucial role in supporting long-term behaviour change because they align with individuals' deeper desires and sense of purpose. Patient support programmes can facilitate patients to identify personal health goals and values that are positive and reinforcing. By encouraging patients to see how these goals and values align with their treatment plans, they can view their prescribed treatment as a critical step in achieving their goals and living in line with their values.
Extrinsic motivators, such as external reminders, are valuable for initiating behaviour change by providing the initial push needed to get started. By integrating both intrinsic and extrinsic motivators into our multichannel, personalised interventions, we can create behaviour change solutions that are not merely reactive to challenges but are proactive in fostering motivation, and long-term treatment adherence.
Optimising Oncology Patient Support
Our findings reveal new insights into what inspires and motivates people living with cancer to take their medication as prescribed. They emphasise the need for patient support solutions to not only address barriers to adherence, but to also uncover, leverage and utilise what already drives patients toward their health goals and empower those living with cancer to Change for Good
To learn more about how our findings can be leveraged in your patient engagement strategy, contact our Global Head of Behavioural Science and Lead Researcher—Dr Kate Perry—for a 30-minute online discussion: Click Here to contact Kate and request a meeting and receive a free copy of our study report.
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