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Curing the disobedient patient: medication adherence programs as pharmaceutical marketing tools
1Assistant Professor at the University of Tulsa College of Law in Tulsa, OK.
Summary
Pharmaceutical companies use trusted intermediaries like nurses and pharmacists to influence patient medication adherence. This strategy aims to increase prescription drug consumption by leveraging patient trust.
Area of Science:
- Pharmaceutical Marketing
- Health Behavior
- Patient Adherence
Background:
- Pharmaceutical marketing traditionally targets healthcare providers to increase prescriptions.
- Significant revenue is lost due to poor patient adherence to prescribed drug therapies.
- Current marketing lacks strategies to effectively modify patient beliefs and attitudes regarding medication.
Purpose of the Study:
- To examine pharmaceutical companies' strategies for improving patient medication adherence.
- To understand how pharmaceutical companies leverage trusted intermediaries for marketing.
- To analyze the ethical implications of reframing patient decisions regarding therapy.
Main Methods:
- Analysis of pharmaceutical marketing tactics focusing on patient adherence.
- Investigation of the use of nurses, pharmacists, and patient influencers.
- Examination of messaging strategies that alter patient beliefs and attitudes.
Main Results:
- Pharmaceutical companies utilize trusted intermediaries to deliver marketing messages to patients.
- Strategies focus on changing patient beliefs and attitudes towards medications.
- Marketing reframes patient decisions to decline therapy as pathological to promote adherence and brand loyalty.
Conclusions:
- Pharmaceutical companies employ indirect marketing through trusted professionals to boost medication adherence.
- This approach manipulates patient trust to increase consumption of branded drugs.
- Ethical concerns arise from reframing patient autonomy as pathology in marketing efforts.
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