Of the 3 billion medication prescriptions issued annually in the U.S., 12% are never picked up by the patient
Of the 3 billion medication prescriptions issued annually in the U.S., 12% are never picked up by the patient and 40% are not taken correctly. This statistic is from a recent report, “Technologies for Optimizing Medication Use in Older Adults,” produced by the non-profit Center for Technology and Aging.
Another startling statistic: Medication non-adherence is responsible for up to 33%-69% of medication-related hospital admissions and 23% of all nursing home admissions. It’s clear that adherence programs are not only an opportunity for pharma marketers to sell more drugs, but to make a difference in the health of many patients and reduce healthcare costs.
This data is a powerful incentive for pharmaceutical companies to use technology to make an impact on the problem of medication adherence.
How can pharma make a difference?
By offering relationship marketing programs that truly meet the needs of patients. Provide targeted, custom content that helps the patient (and caregiver) along their journey. If done correctly, these programs can be very successful. According to an October 2008 study by Epsilon, 48% of respondents said the email they received from pharma companies helped them stay on their medication.
It’s also important to provide content in a format that’s relevant to patients. An excellent example is a study, published in Pediatrics, that showed text messaging significantly improved the rate of adherence among young liver transplant patients.
This post was contributed by Eileen O’Brien, Director of Search & Innovation for Siren Interactive.
(Image courtesy of Rodrigo Senna via Flickr)
- 31 December 2009 at 6:12pm
- Eileen O'Brien 31 December 2009 at 6:12pm
- Ellen Hoenig Carlson 01 January 2010 at 11:01pm
- Daphne Swancutt 04 February 2010 at 9:02am
- Online Tools That Encourage Adherence | SIRENSONG
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