Making medicine information work: a new approach to improving adherence to therapy Jerome Reinstein PhD, Co-facilitator

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Yong Sook Kwok, Co-FacilitatorMedicines Labelling Group

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In this Presentation

The role of medicine information Information needs What is the problem with labelling? What is the solution? How do we get from the problem to the solution? What have we done so far? How we would like you to help

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The role of medicine information

Providing appropriate and useful information is in the interests of society for both social and economic reasons

Usable information assists comparison of similar products, appropriate selection and encourages appropriate use

Appropriate use leads to improved health outcomes

MEDICINES ARE INFORMATION DEPENDENT PRODUCTS

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FDA says labelling changes a must for OTC Prilosec

“US: The FDA has sent an "approvable" letter to Procter & Gamble for Prilosec (omeprazole), which confirms that the company must create a new label – and prove patients can understand it by carrying out a label Comprehension study – before the proton pump inhibitor can be granted OTC status.”

23 August 2002

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Information needs

Without information, medicines cannot be used safely or effectively

Information sources must be reliable and accessible Quality of information must be consistent Information must be usable

MEDICINES ARE INFORMATION DEPENDENT PRODUCTS

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What is the problem with labelling?

Labelling = labels + leaflets Wrong emphasis: mandatory versus usable

information Poor layout and design Poor comprehensibility

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Example of ‘problem’ label

Problems: small type, poor design, difficult to find the information

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Example of ‘problem’ label

Poor design of information. Sticker covers label

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What is the problem with labelling?

Labelling = labels + leaflets Wrong emphasis: mandatory versus usable information Poor layout and design Poor comprehensibility

Resulting in: Labels not always meeting consumers’ needs Possible inappropriate use Potential for good health outcomes jeopardised

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While labels alone cannot stop all cases of inappropriate use, evidence suggests that they could do much more to help

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Learning from the research

Label elements cannot be treated in isolation How information is arranged and presented affects

label usability Disregarding design performance significantly

reduces label effectiveness

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What is the solution?

Good information design practice can improve labelling

Identify and apply good research evidence Build on established benchmark standards

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Task Current Design % New Design* %

Comparison of Mean Success on Current and New Designs %

Finding information 87 97

Using information 72 96

* New design was based on Information Design Principles

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Can the consumer/patient perform the appropriate actions by following the information provided on labels and leaflets?

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How do we get from the problem to the solution?

Five suggested steps: Make effective labelling a higher priority Develop stakeholder collaboration Improve regulation of labelling Fund research, development and training Train medicine manufacturers, regulators and other

information providers

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Make Effective Labelling a Higher Priority

Medicines are information dependent products Labelling is a critical component in appropriate use

of medicines Strengthen the last link in the chain Ingredient Product Supply USE

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Develop Stakeholder Collaboration

Sharing the vision Agreeing goals Working in partnership

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Improve Regulation

Shift the emphasis– information out information used– content-based performance-based

• Make the content deliver the outcome – that is,

PERFORMANCE-BASED

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Funding Research, Development & Training

Making the investment Collaboration and partnership is the key Combined effort to meet the needs Training is key

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Training the Partners

Acknowledge the ‘new’ science of information design

Provide the opportunity for learning Make skills training available and accessible

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What have we done so far?

Formed the Medicines Labelling Group– Group of individuals with a range of experience

and expertise– Shared concerns about how people use

medicines and want to help them to use medicines better

– Collaborative approach

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Medicines Labelling Group

Success to date– Support for performance-based approaches

growing– Australian willingness to shift paradigm– Publication of literature review – Usable

Medicines Information – and its generalised principles

– Training program developed

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Medicines Labelling Group

Future plans– Spreading the word– Developing specific skills– Training in label/leaflet writing in several cultural

contexts to demonstrate applicability of generalised principles

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How we would like you to help

Help create the paradigm shift Promote change within your constituency Become involved in the project Assist with resources