Improving Adherence

Revelations made possible by BE-inspired research techniques

The business challenge:

In order to improve adherence and drive appropriate usage, our client sought to understand reasons for physicians under-dosing particular patient segments. Business objective was to uncover biases at play and/or barriers to adherence, in order to take corrective action to improve adherence.

What we did:

The client had conducted prior studies to optimize adherence, only to find that traditional research fell short on identifying the true drivers of physician behavior.
Through our years of investigation of non-adherent behavior, we have found that the biases at play are largely unconscious. Given this context, we guided our client away from more “typical” exercises and instead developed a unique and proprietary method that would reveal the deep-seated biases that were truly dictating physician behavior.

We led physicians through a Co-Creation Collage Technique where they were asked to create patient collages from an assortment of pictures depicting different ages, genders, ethnicities, degree of social connectedness, healthiness, socio-economic status, etc. The pictures selected and explanation for choices revealed deep-seated biases that would not otherwise be shared in response to typical interview questions.

The result:

We uncovered a particular bias at play, that was creating a disconnect between physicians’ expressed rational treatment decision-making criteria and “hidden” underlying influencers of their attitudes and behaviors. In this case, physicians did not view non-adherence as a poor clinical decision but rather as a compassionate choice to reduce clinical/physical/emotional treatment burden, consistent with their palliative goal for these patients.
Once the client understood what was truly driving physician behavior, they acted to overcome the bias and successfully improved adherence.