PCRS Webinar - Behavioural Medicine & Respiratory Disease
‘There's nowt stranger than folk.’ This session will shed some light on this old Yorkshire saying and its implications for respiratory disease.
We have effective treatments for many respiratory conditions but their impact on outcomes is limited by patient non-adherence.
Focusing on lessons from asthma research, Professor Rob Horne will discuss how behaviour science can help us understand and address this challenge. He will also explore whether approaches that have been helpful in asthma might work in other conditions and whether the same rules might apply to addressing clinician behaviour (in the hypothetical case that this might also be problematic).
The session will provide an accessible framework for explaining why the behaviour of ‘other folk’ can seem strange, and how that insight might help to close the behaviour gap in respiratory treatments.
Join Rob for what promises to be an insightful session where you will have time to ask any burning questions you may have.
Rob trained in pharmacy and health psychology. A key theme in his research is the understanding of patient and public perspectives of illness and treatment and how this can be applied to help get the best from essential treatments for the benefit of individuals and society.
He has developed a series of internationally applied frameworks and tools for supporting treatment engagement and adherence and enhancing patient care including the Perceptions & Practicalities Approach (PaPA) and Necessity Concerns Framework (NCF), which form the basis for the NICE Guidelines for Medicines Adherence.
He has over 300 peer-reviewed publications (>39,000 citations H-index 91) supported by grants of over £30 million (£4.9 million as Principal Investigator) in the last decade. He is a Fellow of the Royal Pharmaceutical Society and Fellow of the Royal College of Physicians, Faculty of Pharmaceutical Medicine. He is founding Director of Spoonful of Sugar Ltd, a UCL Business company working globally with industry partners healthcare providers and third sector organisations to implement his research into practice.
