There are still 4 million people in Europe who lose their lives every year due to cardiovascular disease, despite the fact that over the past two decades there has been a progressive decline in mortality. In Italy, they represent the main causes of morbidity, disability and death, being responsible for 34.8% of all deaths, with a heavy economic impact for society estimated at 16 billion euros for direct costs and over 5 billion for indirect costs, calculated as lost productivity. “Come un Ritornello” is the new Servier Group campaign in Italy aimed at promoting therapeutic adherence in chronic cardiovascular diseases, which features Elio and Le Storie Tese, with a jingle dedicated to patients to explain the importance of following the doctor’s instructions correctly and thus guaranteeing the effectiveness of the therapy.
“Taking part in this campaign was a great experience – they say Elio and the Tense Stories – we are aware of the importance of the role we play, above all because the voice of well-known personalities is more easily heard by the public. Putting important and complex messages to music has been a challenge that has enriched us and, if it will help people with cardiovascular diseases to live their daily lives in a more peaceful way, it will mean that we will have achieved great success “.
In Italy, only 50% of the over 65s correctly follow the doctor’s instructions regarding treatment. The reasons can be different, such as forgetfulness, the complexity of the therapy, the duration and possible side effects of the treatment and the lack of perception on the potential consequences of non-adherence. There is also the possibility that comorbidities are present, which cause the number of drugs to be taken to increase and with it the difficulty in correctly adhering to the therapeutic plan. The message of the “Come un Ritornello” campaign is therefore to share the motivations behind the doctor’s therapeutic choices and to follow his indications, avoiding going on his own terms by interrupting treatments for no reason.
“The watchword for doctors must be sharing – says Giovambattista Desideri, director of Uoc Geriatrics, Long-Term Geriatric Ward and School of Specialization in Geriatrics, University of L’Aquila – The success of any therapeutic intervention, in fact, necessarily presupposes active involvement and collaborative of the patient who must be adequately empowered in the implementation of the therapeutic interventions planned to protect their state of health. A patient who knows the benefits of treatment will be more likely to adhere scrupulously to the doctor’s therapeutic prescriptions. This doctor-patient “alliance” is above all important in the management of chronic diseases, particularly widespread in the adult-elderly population, because the frequent coexistence of several pathologies can sometimes require rather complex treatments “.
“The solution to the problem of poor adherence must be sought above all in the simplification of therapy, trying to avoid as much as possible the fragmentation of drug intakes throughout the day and reducing the number of tablets to the maximum – continues Desideri – Efficacy, tolerability and simplicity treatment represent, in fact, the indispensable requisites to achieve therapeutic success. The current availability of pre-established combinations of drugs commonly used in the cardiovascular field, such as antihypertensive and hypocholesterolemic drugs, allows the doctor to achieve the different therapeutic objectives required from time to time using a small number of tablets “.
“Servier strongly believes in the contribution it can make to the health system of our country, even more so in this period of pandemic, in which the most affected are the ‘fragile’, chronic elderly and polytreated patients – declares Marie-Georges Besse, Director of Medical Affairs Servier Group in Italy – For this reason, on the one hand we are committed to the search for innovative and ‘patient friendly’ drugs, which support the patient in the correct intake of therapy, such as fixed dose combinations and polypills, on the other hand we put available educational tools and awareness campaigns aimed at promoting awareness of how crucial therapeutic adherence is for the health of the patient, of the NHS and of society. adherence ‘in recent years, are just a few examples of our continuous effort to counter and control the impact of cardiovascular diseases at the level of the individual patient institution and the community “. To listen to the jingle and more info on the ‘Come un Ritornello’ campaign www.alcuoredelladerenza.it
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