A Social Marketing Intervention to Improve Treatment Adherence in Patients with Type 1 Diabetes

Citlali Calderon, Lorena Carrete, Jorge Vera-Martínez (), María Esther Gloria-Quintero and María del Socorro Romero-Figueroa
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Citlali Calderon: Tecnologico de Monterrey, Business School, Toluca, Estado de Mexico 50110, Mexico
Lorena Carrete: Tecnologico de Monterrey, Business School, Toluca, Estado de Mexico 50110, Mexico
María Esther Gloria-Quintero: Endocrinología Pediátrica HGR 251, IMSS, Metepec, Estado de Mexico 52148, Mexico
María del Socorro Romero-Figueroa: Centro de Investigación en Ciencias de la Salud, FSC, Universidad Anáhuac Campus Norte, Naucalpan de Juárez 52786, Mexico

IJERPH, 2021, vol. 18, issue 7, 1-14

Abstract: This research explores if a social marketing intervention model based on social representations theory and the health belief model can generate changes regarding treatment adherence and improve patient self-efficacy. As a pilot, a test–retest field quasi-experiment was designed to evaluate the intervention model with type 1 diabetes (T1DM) patients of families with 8- to 17-year-old children. The intervention model was designed to clarify misconceptions, increase awareness of the benefits of following doctors’ treatments and improve patients’ self-efficacy. In-depth interviews were carried out to gain a richer understanding of the intervention’s effect. The pilot intervention generated a favourable change in shared misconceptions, individual health beliefs, glycaemic control and declared treatment adherence. This paper contributes to the social marketing literature and public health by providing early support for the theoretical assumptions regarding the role of shared misconceptions in physiological and behavioural outcomes for patients with T1DM. Contrary to previous studies, instead of only focusing on individual beliefs, this study incorporates shared beliefs between patients and caregivers, generating more comprehensive behavioural change.

Keywords: social marketing; social representations theory; health belief model; shared beliefs; misconceptions; type 1 diabetes; T1DM; intervention; adolescents (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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