Direct Marketing: An Rx for Medication Non-Adherence, Part 2
[Editor’s note: In a related matter, healthcare marketers are invited to discuss matters like these on June 15 at the Target Marketing Healthcare Roundtable. This link allows marketers to register.]
Last month, I wrote about the fact that regardless of the condition for which a medication is prescribed, after three to four months, only about 40 to 50 percent of the people prescribed long-term medications are still taking them. Controlled testing has shown that direct marketing techniques can improve patient adherence with medications by 20 to 25 percent.
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