Finalist
A Behavioural Science-led Approach to Improve Patient Self-management, Well-being and Treatment Persistence in Chronic Lymphocytic Leukaemia (CLL)
Summary of work
“At AstraZeneca, we are committed to improving the lived and treatment experience of cancer patients, and MyCLL is a brilliant example of an initiative that makes a real difference” – Christelle Matar, Brand Manager
Chronic lymphocytic leukaemia (CLL) is a slow growing cancer that can be effectively managed with medication. However, a diagnosis of CLL has a profound impact on the emotional well-being of patients, with associated increases in anxiety, stress and depression1,2,3.
Oral anticancer medication is the cornerstone to CLL treatment. Yet, adherence to oral cancer therapies is a challenge and is reported to be as low as 42%.4
MyCLL is a patient support programme (PSP) for patients on a self-administered oral anticancer medication. It was designed using a behavioural science-led approach to personalise self-management support and mitigate the factors driving treatment nonadherence.
Quality of life and illness perception questionnaires conducted at registration and 4 months show that MyCLL positively improved the perceived emotional wellbeing of patients by 32%, improved day-to-day self-management such as symptom control (31%), reduced overall illness concerns (32%) and increased QoL by 16%.
Treatment persistence at 12 months was 96% for PSP patients compared to a real-world data figure of 81%.
Judges’ comments
“AstraZeneca and Atlantis Health have produced a compelling and well-executed patient support programme. The unmet need across the two audiences was set out well, which led nicely into the strategy of how to reach both groups using behavioural modelling. The results were excellent and the judges thought that adding information about the programme to the product packaging was a significant vote of confidence.”
