Learning from marketing: Rapid development of medication messages that engage patients.
OBJECTIVE
To adapt marketing approaches in a health services environment.


METHODS
Researchers and advertising professionals partnered in developing advertising-style messages designed to activate patients pre-identified as having chronic kidney disease to ask providers about recommended medications. We assessed feasibility of the development process by evaluating partnership structure, costs, and timeframe. We tested messages with patients and providers using preliminary surveys to refine initial messages and subsequent focus groups to identify the most persuasive ones.


RESULTS
The partnership achieved an efficient structure, $14,550 total costs, and 4-month timeframe. The advertising team developed 11 initial messages. The research team conducted surveys and focus groups with a total of 13 patients and 8 providers to identify three messages as most activating. Focus group themes suggested the general approach of using advertising-style messages was acceptable if it supported patient-provider relationships and had a credible evidence base. Individual messages were more motivating if they elicited personal identification with imagery, particular emotions, active patient role, and message clarity.


CONCLUSIONS
We demonstrated feasibility of a research-advertising partnership and acceptability and likely impact of advertising-style messages on patient medication-seeking behavior.


CONCLUSIONS
Healthcare systems may want to replicate our adaptation of marketing approaches to patients with chronic conditions.
General Medical Disciplines, Stanford University School of Medicine, Stanford, USA. Electronic address: vyank@stanford.edu.
Veronica
V
Yank
General Medical Disciplines, Stanford University School of Medicine, Stanford, USA.
Erika
E
Tribett
RxBalance, Redwood City, USA.
Lydia
L
Green
Philip R. Lee Institute for Health Policy Studies, University of California, San Francisco, USA.
Jasmine
J
Pettis
D000328:Adult; D000329:Advertising / Q000379:methods*; D000806:Angiotensin-Converting Enzyme Inhibitors / Q000627:therapeutic use; D002908:Chronic Disease; D004348:Drug Labeling; D005240:Feasibility Studies; D005260:Female; D017144:Focus Groups; D058015:Health Communication; D006801:Humans; D007400:Interprofessional Relations; D007858:Learning; D008297:Male; D008389:Marketing of Health Services; D009042:Motivation; D010565:Persuasive Communication; D051436:Renal Insufficiency, Chronic / Q000188:drug therapy; D011795:Surveys and Questionnaires
D000806:Angiotensin-Converting Enzyme Inhibitors
Advertising; Health communication; Patient activation