Alarming Level Of Non-Adherence

Recently I came across an alarming data on non-adherence: according to the American Association of Retired Persons (AARP) 25% of people above 50 are not taking their medications as prescribed if they take them at all.

Rather than worrying about the sky-rocketing healthcare costs and revenues we should ask, what makes patients stop a treatment and go against their physician’s advice. Is it only the price of the medication or is it a consequence of miscommunication? And if so, what is pharma doing to find a solution for whatever the problem might be?

  1. First of all the cause of non-complience has to be clear. To be able to act on it one needs to know the real nature of the problem. It might sound obvious, but surprisingly it is often overlooked. To determine the reason for non-adherence pharma and healthcare need feedback from patients. This of course requires communication and listening which to this day seem to be challenging.
  2. Communication: The reason behind stopping a treatment could be the lack of information about certain drugs. A lot of patients end up leaving the doctor’s office not entirely understanding what they have been told. With the constantly decreasing visit times accurate knowledge about a treatment is hard to provide. It has to be a crucial goal to get through to patients and make sure they have all the information they need to successfully complete or maintain a treatment.
  3. Financial solutions: Non-complience can also root from financial difficulties. Healthcare providers, pharma, insurance companies have to be able to work together to find a better system to help patients in need to pay for their medication. To imply that patients come first and not collaborating for a more sufficient way for them to finance their medications is simply misleading.
  4. Marketing tools for adherence: Marketers often focus on the great results and advantages of taking a certain drug. They often forget to emphasize that partial treatment is not a treatment. Through conventional marketing, social media platforms and educational portals pharma has great tools to inform patients and advertise adherence. These tools could be the base of comprehensive compliance campaigns.

(Source: World of DTC Marketing)

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4 Comments

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    Reply
  2. quite valuable material, all in all I picture this is worthy of a book mark, cheers

    Reply

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