THE ROLE OF CULTURAL AND CREATIVE INDUSTRIES IN IMPROVING ADHERENCE IN DIGITAL HEALTHCARE

Cultural and Creative Industries (CCIs) are an important sector in the European Union (EU) economy, recognized for their spill-over effect in promoting innovation and driving growth across various other sectors. This paper examines the impact of CCIs on digital health interventions (DHIs), addressing the critical problem of low therapy adherence. Poor adherence undermines therapy effectiveness, increases healthcare costs, and leads to premature deaths. By focusing on the role of CCIs in increasing user engagement, this study highlights their potential to improve therapy outcomes and thus public health. Through a systematic literature review, five domains were identified where CCIs directly influence DHIs: interaction experience, design, delivery formats, narrative, and gamification. The paper demonstrates how CCIs contribute to creating user-centric, accessible, and engaging DHIs by refining usability and design, tailoring content delivery, and crafting compelling narratives. These elements play a critical role in motivating users and sustaining engagement. Evidence highlights that CCIs hold great potential to influence engagement in digital health tools in both positive and negative directions. The findings underscore that by leveraging CCI expertise, DHIs can be optimized to enhance user experience, mitigate risks of disengagement, and improve therapy outcomes, ultimately contributing to better public health.