Support for creation of better treatment experiences with a focus on "surrounding issues of treatment" faced by patients and healthcare professionals
Building on deep global network expertise in the patient support arena, IPG Health in Japan (Minato-ku, Tokyo, Representative Director, President: Junji Yokokawa) has launched a proprietary behavioral science theory-based approach (hereinafter called 'PSP design method') to designing effective support programs for patients and healthcare professionals. Developed uniquely for the Japanese market, the network’s PSP design method is available to clients through IPG Health’s two award-winning agencies in the region – McCann Health Japan and FCB Health Japan. In line with the interconnected nature of the healthcare industry, the new PSP design method can be implemented together with pharmaceutical companies, healthcare businesses and other related organizations.
Background on development of a proprietary patient support program design method based on behavioral science
Behavioral science is a field of study that unravels the motives behind human behaviors and designs mechanisms to drive appropriate behaviors. It is based on psychology and sociology, applied to behavioral economics, and leveraged further to encourage medical examinations and treatment continuation support.
Moreover, in recent years, evaluation metrics reflecting patients' treatment satisfaction and acceptance such as patient-reported outcomes and QOL are adopted in Health Technology Assessment, in addition to the conventional rational evaluation metrics such as efficacy and cost effectiveness. However, the actual situation reveals many surrounding issues such as psychological burden and lifestyle-related challenges that cannot be solved through medical intervention alone, which often become barriers to treatment initiation and continuation.
The PSP design method enables an effective approach to driving ideal behavioral change by unveiling "barriers to appropriate treatment behaviors" based on behavioral science theory, from various psychological, environmental, and social perspectives.
PSPs leveraging this method will effortlessly support patients to make their desired choices and take positive action, which leads to better treatment experience for patients, ensuring smooth medical intervention and treatment initiation at optimal timing and prevention of treatment discontinued at patients' discretion. These PSPs will also reduce healthcare professionals’ burden in patient education and improve treatment quality and continuity.
