The effect of educational intervention on medication adherence behaviour in patients with type 2 diabetes: Application of social marketing model

Abstract

Background. Patient’s adherence to the medication regimen leads to successful treatment in diabetic patients and a reduction in the severity of complications. Educational intervention is needed to improve behaviour and change attitudes in diabetic patients. This study aimed to determine the effect of educational intervention based on social marketing on promoting medication adherence behaviour in type 2 diabetic patients. Methods. Using random sampling, 110 diabetic patients covered by health centres in Qazvin in the form of experimental and control groups participated in a randomized controlled trial. Data collection tools included demographic questions and valid scales related to psychological constructs and drug adherence. The intervention program consisted of 5 group training sessions for 90-60 minutes based on the initial needs assessment and the theoretical framework of the social marketing model for the experimental group. Also, a purposeful educational pamphlet, two sessions of telephone counselling, and educational messages via mobile phone were provided in addition to the group training program for patients in the experimental group. Data were analysed using SPSS software version 25 and independent sample t-test, Chi-square test, One-way ANOVA, and covariance analysis. Results. The mean age of study participants was (54.12 ± 8.22) years. Also, the average duration of diabetes was 5-10 years and 50% had primary education. The correlation between attitude, self-efficacy and subjective norm with medication adherence behaviour was significant (P < 0.05). After the intervention based on the social marketing model, the mean of the constructs of attitude (39), self-efficacy (31), awareness (66), subjective norm (85), and medication adherence (49) increased significantly in the experimental group. Conclusion. Educational intervention based on social marketing could have a significant effect on improving medication adherence behaviour. The design of cognitive-behavioural interventions based on social marketing is recommended to promote the health behaviours of diabetic patients. (Clin Diabetol 2021; 10; 4: 359–369)