Explorando a influência dos valores pessoais na aderência aos tratamentos médicos para diabéticos tipo 2: uma análise da relação médico-paciente

Abstract

Adherence to medical treatment for type 2 diabetes is one of the central challenges in public health management, leading to direct impacts on patients' quality of life. Among the factors influencing adherence, personal values play an important role in guiding patients' choices and behaviors regarding treatment. In this context, the Theory of Personal Values and the Means- End Chain Theory emerge as approaches for analyzing the influence of these values on patients' decision-making. The study aimed to identify the perceptions of patients and healthcare professionals, using the laddering technique to investigate the relationship between attributes, consequences, and values. The results indicate that treatment adherence goes beyond objective factors such as medical prescriptions and also encompasses subjective aspects, such as the perception of support from healthcare professionals and the integration of treatment into the patient’s lifestyle. It was observed that values such as security and longevity are key determinants in the patient’s willingness to correctly follow the treatment. Based on these findings, the research suggests personalized strategies that consider empathetic communication and an understanding of diabetic individuals' personal values, potentially increasing adherence and reducing complications. The contributions of this study align with the application of marketing theories in the healthcare field, demonstrating how consumer behavior principles can be used to understand and influence treatment decisions.