Global campaign launched to combat treatment non-adherence
The inaugural World Adherence Day, observed on March 27, 2025, marks a global call to action against one of healthcare’s most pressing challenges—treatment non-adherence. Under the campaign slogan #DontMissaMoment, the initiative aims to educate patients, caregivers, and healthcare professionals on the importance of adhering to prescribed treatments.
Led by the World Heart Federation and supported by leading global medical societies, the campaign highlights how failure to follow treatment plans contributes to worsening health conditions, preventable hospitalisations, and escalating healthcare costs. A recent statement noted, “Despite advancements in medicine, millions of patients do not take prescribed medications, follow recommended lifestyle changes, or attend regular check-ups.”
Statistics present a concerning picture: non-communicable diseases such as cardiovascular conditions, diabetes, and chronic respiratory diseases account for 75 per cent of global deaths—approximately 43 million annually. In South Africa, non-communicable disease-related deaths increased by 58.7% between 1997 and 2018, with hypertension affecting 4.74 million individuals and 17.8% of the population living with HIV/AIDS.
According to the World Health Organization, only 50% of patients in high-income countries adhere to treatment for chronic conditions, with adherence rates even lower in developing nations. This lack of adherence leads to disease progression, avoidable complications, and a reduced quality of life.
Virosha Deonarain, Head of Medical Affairs at Servier Southern and Eastern Africa, stated, “Poor adherence results in preventable deaths and unnecessary hospital stays. If we can improve adherence, we can significantly reduce mortality risks and healthcare costs.”
Barriers to treatment adherence include lack of awareness, treatment fatigue, financial constraints, and concerns about medication side effects. The #DontMissaMoment campaign promotes enhanced doctor-patient communication, community workshops, social media engagement, and policy advocacy to improve access to essential medicines.
Dr Martin Mpe, President of the SA Heart Association, emphasised, “If we all work together, adherence becomes a shared responsibility, not just a patient burden. By taking action today, we can prevent unnecessary suffering and save lives.”
Through global collaboration, the #DontMissaMoment campaign aims to prevent the health declines caused by non-adherence, urging all stakeholders to join the fight against this silent epidemic.
