Compounding Behavioral Drivers
deep-seated behaviors
Beyond knowledge of basic prescription instructions, the research highlighted compounding behavioral drivers that hinder patients’ prescription adherence. These are drivers of routine and habit, social norms, and the influence of others. We consider that behavioral drivers could be influenced by knowledge and persuasive communication from the healthcare provider to the patient during prescribing. However, we appreciate that these are unlikely to change deep-seated behaviors and beliefs independently, and complementary interventions are likely needed.The research findings indicate that many patients stop taking prescribed medicine when they feel better (which, given cost issues described below, may be influenced by a desire to save medicine for later for themselves or others). This is driven by social norms, routines, habits, and a lack of knowledge of the health consequences of their actions. Similarly, driven by habits and social norms, patients halt medication when they experience side effects. However, medication is stopped without understanding which side effects are medically acceptable (meaning they should continue with the drug) and which are more serious (when they should seek further care).