Although antiretroviral therapy has increased the survival of HIV-positive patients, traditional approaches to improving medication adherence have failed consistently. Acknowledging the role of communication in health behavior, we conducted a qualitative study to learn about patients' HIV treatment adherence experiences and to identify which communication strategies might influence adherence. Findings indicate that five constructs-cultural beliefs/language, stigma, cues to action, self-efficacy, and mood state-are potentially modifiable by improved communication. Results will be used to create a direct marketing campaign targeted to HIV-infected patients.
Bibliographical noteFunding Information:
This project was supported by cooperative agreement number U18HS016093 from the Agency for Healthcare Research and Quality. Dr. Giordano is a researcher at the Michael E. DeBakey VA Medical Center Health Services Research and Development Center of Excellence, in Houston, TX. The content and views expressed in this article are the responsibility of the authors and do not necessarily represent the views of the Agency for Healthcare Research and Quality or the Department of Veterans Affairs.