Shared stories are an effective way to encourage compliance with therapy, as Pam Todd noted in a recent post. And if the story taps into a national passion, like football, the opportunities for visibility and interest grow.
But not just any story will do. A personal story as part of a campaign to encourage compliance must incorporate three essential ingredients:
• Acknowledge the difficulty
• Model the behaviors
• Demonstrate the benefits
Touchdowns for Diabetes from Eli Lilly does a great job of telling the story of Chicago Bears quarterback Jay Cutler’s management of his recently diagnosed Type I diabetes. The series of short videos, also available on YouTube, successfully addresses each of the three essential components in an adherence campaign.