TY - JOUR
T1 - Curing the disobedient patient
T2 - Medication adherence programs as pharmaceutical marketing tools
AU - Lamkin, Matt
AU - Elliott, Carl
N1 - Publisher Copyright:
© 2014 American Society of Law, Medicine & Ethics, Inc.
Copyright:
Copyright 2015 Elsevier B.V., All rights reserved.
PY - 2014/12/1
Y1 - 2014/12/1
N2 - Pharmaceutical companies have long focused their marketing strategies on getting doctors to write more prescriptions. But they lose billions in potential sales when patients do not take their prescribed drugs. Getting patients to "adhere" to drug therapies that have unpleasant side effects and questionable efficacy requires more than mere ad campaigns urging patients to talk to their doctors. It requires changing patients' beliefs and attitudes about their medications through repeated contact from people patients trust. Since patients do not trust drug companies, these companies are delivering their marketing messages through nurses, pharmacists, and even other patients - leveraging patients' trust in these intermediaries to persuade them to consume more brand name drugs. Armed with the premise that better adherence improves patients' health, drug companies justify manipulating patients by reframing reasonable decisions to decline therapy as pathological, and promote brand loyalty in the guise of offering medical care.
AB - Pharmaceutical companies have long focused their marketing strategies on getting doctors to write more prescriptions. But they lose billions in potential sales when patients do not take their prescribed drugs. Getting patients to "adhere" to drug therapies that have unpleasant side effects and questionable efficacy requires more than mere ad campaigns urging patients to talk to their doctors. It requires changing patients' beliefs and attitudes about their medications through repeated contact from people patients trust. Since patients do not trust drug companies, these companies are delivering their marketing messages through nurses, pharmacists, and even other patients - leveraging patients' trust in these intermediaries to persuade them to consume more brand name drugs. Armed with the premise that better adherence improves patients' health, drug companies justify manipulating patients by reframing reasonable decisions to decline therapy as pathological, and promote brand loyalty in the guise of offering medical care.
UR - http://www.scopus.com/inward/record.url?scp=84921646300&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84921646300&partnerID=8YFLogxK
U2 - 10.1111/jlme.12170
DO - 10.1111/jlme.12170
M3 - Article
C2 - 25565615
AN - SCOPUS:84921646300
SN - 1073-1105
VL - 42
SP - 492
EP - 500
JO - Journal of Law, Medicine and Ethics
JF - Journal of Law, Medicine and Ethics
IS - 4
ER -