title: Effect of a clinic-wide social marketing campaign to improve adherence to antiretroviral therapy for HIV infection.
abstract: This demonstration study tested the impact of a 5-month clinic-wide social marketing campaign at improving adherence to antiretroviral therapy (ART). The intervention included a video, posters, pens, mugs, and lapel buttons with the campaign slogan "Live the Solution: Take Your Pills Every Day." Participants self-reported adherence over a 4-week interval, the primary outcome, with a visual analogue scale. Pre- and post-intervention surveys were completed by 141 participants. Adherence did not change over time (absolute mean change -2.02 %, paired t test P = 0.39). Among the 39.7 % of participants who correctly identified the campaign slogan on the post-intervention survey, adherence increased by 3.3 %, while it decreased in the other participants by 5.5 % (paired t test P = 0.07). The well-received campaign did not increase short-term adherence to ART, but adherence tended to increase in participants who were more engaged with the intervention. Future interventions should engage patients more completely and have a more potent effect on adherence.
authors.affiliation: Health Services Research and Development Center of Excellence, Michael E. DeBakey VA Medical Center, Houston, TX, USA. tpg@bcm.tmc.edu
authors.forename: Thomas P
authors.initials: TP
authors.lastname: Giordano
authors.forename: Sonia
authors.initials: S
authors.lastname: Rodriguez
authors.forename: Hong
authors.initials: H
authors.lastname: Zhang
authors.forename: Michael A
authors.initials: MA
authors.lastname: Kallen
authors.forename: Maria
authors.initials: M
authors.lastname: Jibaja-Weiss
authors.forename: April L
authors.initials: AL
authors.lastname: Buscher
authors.forename: Monisha
authors.initials: M
authors.lastname: Arya
authors.forename: Maria E
authors.initials: ME
authors.lastname: Suarez-Almazor
authors.forename: Michael
authors.initials: M
authors.lastname: Ross
mesh_terms: D000293:Adolescent; D000328:Adult; D000554:Ambulatory Care Facilities; D019380:Anti-HIV Agents / Q000627:therapeutic use*; D002986:Clinical Trials as Topic; D005260:Female; D015658:HIV Infections / Q000188:drug therapy*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D055118:Medication Adherence; D008875:Middle Aged; D015999:Multivariate Analysis; D020377:Self Efficacy; D040241:Social Marketing; D014741:Video Recording; D055815:Young Adult
chemical_list: D019380:Anti-HIV Agents