This fictional persona represents a typical patient that belongs to the Courageous Fighter segment. Positive reinforcement and social support motivate these patients to adhere, despite the obstacles they face. See other personas and the accompanying "customer journeys" here.
We are very pleased that our innovative research using patient-centered design and behavioral priming was featured in the Stanford Social Innovation Review over the summer. In an article led by Aarthi Rao, we describe how a patient-centered approach together with tools from the private sector can greatly enhance global health programs that require changes in attitudes or behavior. We apply this strategy to the problem of antiretroviral therapy adherence among HIV-infected adults in Tanzania. The patient personas and customer journeys featured in the article can be found here.