Telling the Healthcare Story

DTC Perspectives, 2015

PM360, June 2016

By Oliver Portmann

https://www.pm360online.com/telling-the-healthcare-story/

Summary

Patient non-adherence is a serious public health concern. Three patient-side factors—motivation, recall, and comprehension—are key determinants of whether or not someone will adhere to prescribed treatments. To leverage the power of these key influencers, brands should consider utilizing narrative communication methods. Specifically: Strategic, regulatory-compliant, patient storytelling, also known as narrative medicine. It is well known that narrative medicine, by improving adherence, also has a measurable impact on patient outcomes.