INCREASING PATIENT DEMAND FOR HOME MEDICINES REVIEWS: A MARKETING PLAN

Abstract

Campbell (2008)stated that “Consumer awareness of the program is of major concern” and concluded that “all stakeholders agreed that the Home Medicines Review (HMR) Program should be promoted more to consumers and carers.” Schwartzkoff et al (2004) recommended the implementation of a “national public awareness campaign to strengthen demand for HMR services from consumers who are likely to benefit”. Our research study (White & Clark, 2010; see poster 2) found that:  There is very low awareness of HMRs amongst eligible non-recipient patients and carers  There is an extremely high level of satisfaction amongst those who have experienced an HMR and very positive perceptions amongst those eligible patients and carers who have not had an HMR, after being informed of the service through the study.The goal of the marketing plan is to increase patient demand for HMRs by: 1. overcoming the lack of awareness, 2. facilitating patient self identification of eligibility and 3. instituting procedures that enhance the uptake of second and subsequent HMRs by HMR recipients where appropriate. All marketing strategies must be carefully targeted in order to attract only patients who meet the HMR eligibility criteria.