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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)104-112
Number of pages9
JournalAIDS and behavior
Volume17
Issue number1
DOIs
StatePublished - Jan 2013

Keywords

  • Adherence
  • Behavioral interventions
  • Clinical trial
  • HIV/AIDS
  • Social marketing

ASJC Scopus subject areas

  • Social Psychology
  • Public Health, Environmental and Occupational Health
  • Infectious Diseases

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