KHPT

Getting More People to Test for TB

Service design
Drug Sensitive Tuberculosis
Medicine adherence
2020

Background

Can you increase TB medication adherence amongst vulnerable populations?

India bears one of the highest burdens of tuberculosis (TB) globally, and ensuring patients complete the full 6-month treatment is critical to preventing drug resistance. Despite free monthly health checkups offered by government health centres, many TB patients skipped visits jeopardizing their recovery and increasing public health risk. KHPT, a leading public health organisation, partnered with TinkerLabs to understand and overcome this puzzling behavior. The goal: use Behavioral Science and Design Thinking to decode why patients weren’t showing up and find a simple solution to nudge them back into the system.

Approach

A 12-week sprint during the lockdown, to arrive at a set of interesting prototypes for vulnerable populations.

  • We conducted research with ~70 users, observing their current practices, enablers & barriers in adhering to their TB treatment
  • The extreme users we focused on were Migrant workers - who didn’t have a fixed base, Mining & Industrial workers - who were subject to dangerous work conditions and Urban vulnerable populations & Tea tribes who were hard to reach & convince
  • We focused on DSTB (Drug Sensitive Tuberculosis) patients who were seen dropping off the medicines around month 2-3, who weren’t regularly coming in for their free check-ups, and who were sometimes just forgetting to take their medication.

Key Strategic Lever

We realised that for most people, being on the medicine was an indicator that you still had TB. And so, they’d try to stop their medication at the 1st moment that they felt better. In most cases, this was at the point when they moved from the 2-month Intensive Phase medication (stronger, red-coloured tablets) to the 4-month Continuation Phase medication (milder, green-coloured tablets). Month 2 to 3 was seeming to be the breaking point in the journey.

Output

We created 9 interventions that helped with case finding as well as case holding & spanned across awareness to intent creation to action.

These 9 were piloted & evaluated on field from 2022-24, and while the results are very encouraging, there’s still scope to refine & improve these further.

Please read the report here: https://www.khpt.org/wp-content/uploads/2024/11/NIMHANS-Report-Final-28th-May-2024.pdf

SIMPLE IDEA 1

A deeper understanding of the USER
“A free checkup means it’s no good. They will make me wait for hours for substandard quality.”
Price-Quality Heuristic
Price-Quality Heuristic
To redesign the SYSTEM
Increase respect quotient - by seeing what a test is actually worth & why s/he’s getting it for free
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THE SIMPLE IDEA

6 coupons that were given to every patient - 1 for each of the 6 months, showcasing how much each test was worth as well as making that month’s test valid only till the end of that month

SIMPLE IDEA 2

A deeper understanding of the USER
“If I’m feeling fine after 2 months of the red tablets, I should stop taking it rather than switch to the green tablets.”
Omission Bias
Regret Aversion
Illicit transference
To redesign the SYSTEM
“If I’m feeling fine after 2 months of the red tablets, I should stop taking it rather than switch to the green tablets.”
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The Simple Idea

A 28-day-a-month reverse countdown calendar that corresponds to the 28-day pill regime, with a colour coding of red, orange & green rather than red pack to green pack.

SIMPLE IDEA 3

A deeper understanding of the USER
“As long as I keep taking medication people think I still have TB. They expect some gap between taking medication & rejoining work.”
Status & self-image
Regret Aversion
To redesign the SYSTEM
Increase respect quotient - by giving a clear, visible marker of safety to rejoin the workforce once their 6-month medication is completed
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The Simple Idea

TB Vimukt Certificate

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