New Behavioral Research: Big Differences Among Patients With High Cholesterol, but One Similarity -- Few Take Meds as Prescribed

CARY, N.C., July 28, 2011 /PRNewswire/ -- Behaviorists at MicroMass Communications have uncovered significant differences in attitudes and actions between individuals diagnosed with high cholesterol alone vs. people diagnosed with high cholesterol plus one or more other metabolic conditions such as type 2 diabetes or hypertension. Despite these differences, one striking similarity is evident -- neither group is very good at taking cholesterol-lowering medications as prescribed.

These findings, plus a discussion of their implications, are summarized in a new paper from MicroMass (www.micromass.com) that marks the third installment in an ongoing series of insight studies examining issues of importance to pharmaceutical marketers, healthcare providers and healthcare educators.

Jessica Brueggeman, director of behavioral services at MicroMass and author of the paper, says that patients with high cholesterol alone tend to view it as more chronic and severe than patients who have high cholesterol plus other metabolic diseases, yet they think it has little impact on their lives. They perceive high cholesterol as influenced more by heredity than by poor eating and exercise habits, and are less likely to see the benefits of taking cholesterol-lowering medications.

To communicate effectively with this group, Brueggeman says marketers need to paint a vivid picture of the health threats posed by uncontrolled cholesterol and examine the impact of medication in reducing these risks.

"Delve into the consequences, using facts, statistics and visuals to drive home the dangers of this asymptomatic disease and the value of treatment," she says. "This group is self-motivated and likes to feel in control, so it's vital to convince them that high cholesterol is a serious health threat that can precipitate even more serious health conditions if not treated effectively. Then demonstrate how compliance with prescribed therapy, along with changes in diet and exercise, is the proven route to effective treatment."

In the group of patients with coexisting metabolic conditions, high cholesterol is perceived as a threat, but treatment is given relatively low priority. "This group has symptomatic conditions that demand constant attention, making their high cholesterol seem less urgent by comparison," Brueggeman says. "They view high cholesterol as something that comes and goes and are less diligent about taking their cholesterol-lowering medication as prescribed."

Noting that this group is heavily influenced by outside opinion, Brueggeman urges marketers to factor in the impact that physicians, friends and family members can have on treatment. "Emphasize the importance of high cholesterol as part of overall metabolic risk," she says. "Communicate the problems that can arise when multiple diseases work in tandem and show how adherence to a prescribed treatment regimen of medication plus lifestyle modifications can improve the overall pattern of illness."

About This Paper and the MicroMass Research Series

For this analysis, MicroMass commissioned an online survey of 993 respondents from a representative demographic sample of the U.S. population who were confirmed to have been diagnosed with high cholesterol alone or with high cholesterol plus one or more other metabolic diseases. Each respondent had also been prescribed a cholesterol-lowering medication. Results were analyzed by MicroMass behaviorists as part of ongoing research into issues of concern to pharmaceutical marketers, healthcare providers and healthcare educators.

Past topics in the MicroMass research series include the effects of Metabolic Mindset™" on adopting healthier lifestyle changes and how diabetes affects the lives of women. Future topics will focus on obesity, pharmaceutical sales force effectiveness, patient support and adherence, and physician behavior.

About MicroMass Communications, Inc.

MicroMass offers unrivalled capabilities in the application of behavioral science to healthcare marketing and education support. Founded in 1994 and headquartered in Cary, N.C., MicroMass has created award-winning programs for some of the most respected names in the life sciences. For more information, visit www.micromass.com.

SOURCE MicroMass Communications, Inc.