INCREASING PATIENT DEMAND FOR HOME MEDICINES REVIEWS: A MARKETING PLAN RESEARCH STUDY

Abstract

Objectives: 1. To deliver a marketing plan which proposes strategies to increase consumer uptake of HMRs. Sub -objectives were to assess the:  Awareness levels of eligible non-recipients prior to participation in this study  Perceived potential benefits and barriers of having an HMR  Perceived HMR facilitators  Satisfaction levels of HMR recipients  Intention to have an (another) HMR if the GP suggested it  Intention to ask the GP for an (another) HMR and to recommend the service to others  Drivers of perceived benefits, barriers and facilitators; drivers of satisfaction, intention to have and to ask GP for an (another) HMR  Medicine information sources  Differences across specific low incidence consumer groups vs. the broad HMR target population. 2. To investigate the extent to which pharmacists could cope with an increased demand for HMR services due to a possible increas e in consumer awareness and demand for HMRs. Key findings 1. Very low HMR awareness among eligible non-recipients 2. Extremely high HMR satisfaction levels among HMR recipients 3. Very positive HMR perceptions among eligible nonrecipients after being informed about the service Further research  Focus on patients/carers of non-English speaking backgrounds, patients with cognitive disabilities, those who have recently been discharged from hospital and those who have refused to have an HMR  Longitudinal studies for investigation of HMR effects on an individual’s attitudes/long-term behaviours Very strong latent demand for HMR service Immense opportunity to increase HMR uptake through direct-to-consumer promotion (For marketing strategies see poster 1 “Marketing Plan”)