The specific causes for noncompliance differ from one therapeutic area to another and from one drug to another. If a pharmaceutical
company is to really improve patient compliance and optimize the revenue from a drug, it needs to understand the specific
causes of patient noncompliance for its therapy area and specific drug.
The Adherence Toolkit
Obviously, there can be no single panacea for poor adherence. Many approaches to increasing adherence are available. Besides
DTC advertising, these include patient education, cost-related approaches, packaging, delivery options and dosing regimens,
call center support, Short Messaging Services (SMS), electronic medical records programs, pharmacy interventions, patient-assistance
programs, drug-discount and loyalty-card programs, patient-experience programs, involving family members, and training physicians.
Unfortunately, even the best-intentioned patient adherence program is doomed to fail unless pharmaceutical organizations:
Evaluate underlying specific causes for noncompliance with their brand to guide the program's implementation
- Address barriers to implementation
Understand the bottom-line return for specific compliance activities.
Adherence to prescribed medications, particularly for long-term therapies, poses a tremendous challenge to the world's pharmaceutical
companies. Investigating and understanding the underlying brand-specific reasons for lack of compliance, and developing and
implementing adherence-specific DTC and other programs, can help brand managers increase market share and revenues for their
brands while significantly improving clinical outcomes for patients.
Dr. Andrée Bates is an author and thought leader in the marketing ROI arena. She can be reached at firstname.lastname@example.org