Challenging the views of self management for asthma

Over two million Australians have asthma (AIHW 2008); resulting in poorer quality of life, worse psychological health and poorer social functioning than those without asthma (Adams et al 2004). Self-management principles and practices have been hallmarked as successful approaches to chronic disease management. Self-management (the product) refers to patients taking responsibility for their health care whilst working in partnership with their health professional (Lorig and Holman 2003). There is a substantial body of evidence to suggest that these strategies improve outcomes for individuals (fewer acute exacerbations), reduce the impact on health service delivery (fewer encounters), and are beneficial for the broader community (improved productivity) (Sawyer 2002). Despite this, the application of asthma self-management strategies is low (AIHW 2008), highlighting at least one opportunity for social marketing to better market the components of self management by better communicating their positive health benefits (exchange theory).

In order to review the elements necessary to elicit voluntary behaviour change, this research aimed to obtain information concerning the experiences and opinions about self-management in adults with asthma. There has been little research conducted from the perspective of the patient; self-management strategies have been largely researched from a medical model. Social Marketing has demonstrated effective population health behaviour change (Evans and McCormack, 2008); for example, increased awareness of breast health and presentation rates to mammography screening in Australia (AIHW, 2000).

Bronze open access.

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