The acquisition versus adherence patient pendulum has swung back to adherence. But, is the equation for adherence marketing as simple as many believe? Adherence = CRM + co-pay card. We call this ‘drive-by adherence marketing.’
The concept is that you speed by your most promising customers – the newly initiated – and you spray them with the set formula believing that you’ve then got patient adherence covered. It can’t be that easy. Can it? It may be for some categories, but most teams lack the level of evidence required to address the most gentle of inquires by senior management.
Start by understanding whether your patient non-adherence is intentional or unintentional. Why you ask? The entire approach and framework for your program changes dramatically.