Case Study: Multichannel support for women living with breast cancer
Background
The Challenge
- Although aromatase inhibitors are a major contributor to long-term survival in women living with breast cancer, persisting with treatment can be challenging
- Side effects may negatively impact treatment duration and propensity for adherence, with many patients deciding to stop treatment before the recommended five-year duration
- Patients require ongoing support to enhance motivation to continue therapy
Our Behaviour Change Approach
- A co-design approach identified the needs of women living with breast cancer
- Personalisation was based on assessing each individual's needs and concerns to build understanding of the benefits of treatment, to motivate persistence, and reinforce other positive health behaviours
The Solution
A multichannel solution was implemented consisting of:
- Nurse calls – welcome new enrolling patients and communicate benefits of the programme, as well as support treatment persistence
- Welcome pack – included a pill box, fridge magnet treatment reminder, and sunscreen plus moisturiser
- Quarterly magazines – content tailored for enhancing and supporting patients holistically, including behavioural support for medication adherence, sexual health, diet, nutrition, along with patient survivorship stories, and advice from GPs
The Impact
- At 6 months, 91% of patients in the support programme reported full adherence in the past 2 weeks compared to 72.9% of non-enrolled patients
- Of the remaining 9%, majority of these patients had only missed one dose in the past 2 weeks
- More than 80% of prescribed doses were taken over 30 days
- The programme was highly valued by advocacy groups and healthcare professionals, leading to strong programme recommendation and patient enrolment
It wasn’t until I received the Welcome issue of Verve with the article on side effects that I realised I wasn’t going crazy. I devour every word. The magazine keeps me on track and in touch. I always look forward to the next edition.
Learn more about our behaviour change solutions and global oncology patient study.