After nearly a decade of examining the adherence challenges and interventions of multiple disease categories, it’s become apparent that the pharmaceutical industry inherently believes that it can change patients’ adherence behavior behavior just by providing information. In our adherence analyses, we consistently see companies generating reams of new product or disease information intended to educate patients on the importance of adhering to therapy and the potential risks of non-adherence. This level of time and monetary investment is a clear indicator that marketers believe that awareness (or ignorance) is the primary contributing factor to the non-adherent behavior they are trying to mitigate.
Unfortunately, if this approach is the sum total of your adherence mitigation strategy, you’re likely wasting your money. Don’t believe me? Well, let’s consider an adherence topic a bit closer to home. Read On