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Effectiveness of Digital Marketing Strategies to Improve Adherence to Chronic Medications

NCT06599333 · Status: COMPLETED · Type: OBSERVATIONAL · Enrollment: 192

Last updated 2025-03-04

No results posted yet for this study

Summary

In the Middle East, particularly Lebanon, the adoption of digital health interventions has been growing. Mobile health (mHealth) platforms, social media campaigns, and telemedicine services are being integrated into healthcare systems. However, while digital marketing for health promotion is gaining traction globally, few studies have specifically examined its impact on medication adherence in Lebanon. The e-MedAL Study aims to fill this gap by evaluating whether tailored digital marketing strategies can foster better adherence among patients with chronic diseases, taking into account the local healthcare infrastructure and cultural context. Lebanon faces unique challenges in managing chronic diseases due to its healthcare system, which is fragmented and highly privatized. The ongoing economic crisis, coupled with the COVID-19 pandemic, has placed additional stress on healthcare delivery, making it difficult for patients to maintain consistent access to medications. Moreover, the high cost of chronic medications, coupled with the population\'s general reliance on out-of-pocket expenditures, contributes to non-adherence.

Exploring cost-effective and scalable interventions like digital marketing becomes vital in this context. Lebanon has a high internet and mobile phone penetration rate, which presents an opportunity for leveraging digital tools to promote health. By utilizing culturally tailored messaging and communication strategies, the e-MedAL Study has the potential to improve medication adherence rates significantly. This, in turn, would alleviate the burden on healthcare resources, enhance patient outcomes, and reduce the economic impact of poorly managed chronic diseases in the country. Furthermore, the success of this initiative could serve as a model for other countries in the region facing similar healthcare challenges. Lebanon's diverse and tech-savvy population makes it an ideal test case for assessing the role of digital marketing in healthcare, particularly in resource-constrained settings.

Conditions

  • Adherence to Care

Interventions

BEHAVIORAL

Adherence to Care

Questionnaire to assess the perception and readiness of patients in Lebanon towards the effectiveness of digital marketing strategies to improve their adherence to medications they take chronically The following sections will be considered: * General Characteristics of the Participants * Medical and medication history * Assessment of adherence to chronic medications (Likert scale) * Digital Marketing Strategies to improve adherence to chronic medications (Likert scale) * Perceived barriers to adopting digital marketing strategies in Lebanon (Likert scale)

Sponsors & Collaborators

  • Lebanese University

    lead OTHER

Principal Investigators

  • Georges Hatem · Lebanese University

Eligibility

Min Age
18 Years
Sex
ALL
Healthy Volunteers
No

Timeline & Regulatory

Start
2024-07-15
Primary Completion
2024-11-15
Completion
2024-12-30

Countries

  • Lebanon

Study Locations

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Read the full study record

This page highlights key information. For complete eligibility criteria, study locations, investigator contacts, and the full protocol, visit the original record on ClinicalTrials.gov.

View NCT06599333 on ClinicalTrials.gov