AIDS and Behavior

, Volume 17, Issue 1, pp 104–112

Effect of a Clinic-Wide Social Marketing Campaign to Improve Adherence to Antiretroviral Therapy for HIV Infection

  • Thomas P. Giordano
  • Sonia Rodriguez
  • Hong Zhang
  • Michael A. Kallen
  • Maria Jibaja-Weiss
  • April L. Buscher
  • Monisha Arya
  • Maria E. Suarez-Almazor
  • Michael Ross
Original Paper

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.

Keywords

HIV/AIDS Social marketing Adherence Behavioral interventions Clinical trial 

Resumen

El estudio demostrativo puso a prueba por 5 meses en una clínica el impacto de una campaña de mercadeo social para mejorar la adherencia a la terapia antirretroviral (TAR). La intervención incluyó un video, posters, bolígrafos, tazas y botones para la solapa con el lema de la campaña “Vive la Solución: Toma tus pastillas todos los días.” Participantes reportaron su adhesión por un intervalo de 4 semanas con una escala visual analógica. Encuestas fueron completadas por 141 participantes antes y después de la intervención. La adhesión no cambió con el tiempo (cambio medio absoluto de −2,02 %, a la par t test, P = 0,39). Entre el 39,7 % de los participantes que identificaron correctamente el eslogan de la campaña en la encuesta post-intervención, la adherencia aumentó un 3,3 %, mientras que disminuyó en los otros participantes en un 5,5 % (t test P = 0,07). La campaña fue bien recibida, no aumentó la adhesión a TAR a corto plazo, pero adhesión tendió a aumentar en los participantes que estuvieron más comprometidos con la intervención. Futuras intervenciones deberían involucrar pacientes en forma más completa para tener un efecto más potente en adherencia.

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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  • Thomas P. Giordano
    • 1
    • 2
    • 3
    • 9
  • Sonia Rodriguez
    • 4
  • Hong Zhang
    • 4
  • Michael A. Kallen
    • 4
    • 7
  • Maria Jibaja-Weiss
    • 5
  • April L. Buscher
    • 1
    • 2
    • 3
    • 8
  • Monisha Arya
    • 1
    • 2
    • 3
  • Maria E. Suarez-Almazor
    • 4
  • Michael Ross
    • 6
  1. 1.Health Services Research and Development Center of ExcellenceMichael E. DeBakey VA Medical CenterHoustonUSA
  2. 2.Thomas Street Health CenterHoustonUSA
  3. 3.Department of MedicineBaylor College of MedicineHoustonUSA
  4. 4.Department of General Internal MedicineThe University of Texas MD Anderson Cancer CenterHoustonUSA
  5. 5.Department of Family and Community MedicineBaylor College of MedicineHoustonUSA
  6. 6.Center for Health Promotion and Prevention ResearchThe University of Texas Health Science Center at Houston School of Public HealthHoustonUSA
  7. 7.Department of Medical Social SciencesNorthwestern University Feinberg School of MedicineChicagoUSA
  8. 8.Ambulatory Care ServiceDurham VA Medical CenterDurhamUSA
  9. 9.Baylor College of Medicine and Thomas Street Health CenterHoustonUSA

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