Case Study: Supporting Neovascular Age-Related Macular Degeneration (nAMD) patients to continue treatment
Background
The Challenge
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Neovascular age-related macular degeneration (nAMD) is characterized by central vision loss in one or both eyes and affects more than 11 million people across the globe.
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Anti-VEGF therapy dramatically improves outcomes, however persistence to treatment is required to preserve or sometimes improve vision.
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nAMD is distressing to patients and caregivers, requiring holistic support and information to mitigate the significant psychological impact for both.
Our Behavior Change Approach
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Using evidence-based behavioral science, a risk-screening tool was developed to segment patients into high vs. low-risk journeys.
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Risk was defined as likelihood of treatment discontinuation.
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Risk was assessed on the basis of patient beliefs about nAMD and its treatment using validated tools such as the Brief Illness Perception and Beliefs about Medicines questionnaires.
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Support content was then tailored based on individual risk assessment, including education, behavioral modification, and call guides for support program nurses.
The Solution
The SmartSight program was co-designed through iterative feedback from patients and involved both patients and their elected caregivers from 2012-2020, enrolling more than 4,000 patients.
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Welcome pack with various resources optimized for those with vision impairment
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Booklets addressing safety, diet, and lifestyle modifications
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Support through inbound and outbound phone calls
The program duration was 24 months to empower long-term persistence issues with an infrequent dosing schedule.
The Impact
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88% of patients in the SmartSight program had significantly higher persistence (i.e., remained on treatment) compared to 64% of patients in the overall population at 24 months.
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Significant increase in patients’ beliefs about control over their nAMD.
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Reduction in concerns about treatment.
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SmartSight optimized the potential of anti-VEGF therapy, ensuring quality use of medicine (QUM) through improved persistence and beliefs about treatment.
Read the peer-reviewed publication from the Patient Preference and Adherence journal here
