With an emphasis on short-term objectives rather than long-term goals, pharma is missing a huge opportunity in applying market science to drive adherence
Putting science front-and-center in the design of patient adherence programs can lead to a better understanding of the commitment required to get patients to take their medicine
When neither attitudes nor personality drive behavior, Pharma must look to social norms to understand consumer adherence issues
Why do patients drop drug therapy after 12 months?
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