Effect of a clinic-wide social marketing campaign to improve adherence to antiretroviral therapy for HIV infection.
Giordano, T. P., Rodriguez, S., Zhang, H., Kallen, M. A., Jibaja-Weiss, M., Buscher, A. L., … Ross, M. (2013). Effect of a clinic-wide social marketing campaign to improve adherence to antiretroviral therapy for HIV infection. AIDS and Behavior, 17(1), 104–112.
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.
