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Improving the uptake of the Australian Home Medicines Review (AHMR) through patient segmentation

Improving the uptake of the Australian Home Medicines Review (AHMR) through patient segmentation Purpose – The purpose of this paper is to investigate the problems patients and caregivers have with using medicines appropriately, their desire for assistance with managing medications and their self‐perceived need for the Australian Home Medicines Review (AHMR). Design/methodology/approach – A qualitative research study was conducted with eight semi‐structured focus groups, including a total of 50 HMR‐eligible patients and caregivers. Participants who were purposively sampled represented older males, older females, younger chronically ill patients, patients from Chinese and Arabic backgrounds and the general HMR target group. Findings – According to the types of medicine problems encountered by participants, their level of medicine understanding and their desire for assistance with using medicines, four distinct patient segments are identified and explicated: the heedless patient, the aware patient, the scrupulous patient and the self‐sufficient patient. Practical implications – The uptake of the HMR service can be effectively increased by direct‐to‐consumer HMR promotion that is tailored to the behaviors, needs, and desires of eligible patients and caregivers. The proposed segmentation model of HMR‐eligible consumers addresses these differences and can be used to inform health policy makers regarding a more effective promotion of the HMR service. Originality/value – This is the first study to investigate how the HMR‐uptake could be increased, from the perspective of eligible patients and their caregivers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Improving the uptake of the Australian Home Medicines Review (AHMR) through patient segmentation

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6123
DOI
10.1108/17506121111172202
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the problems patients and caregivers have with using medicines appropriately, their desire for assistance with managing medications and their self‐perceived need for the Australian Home Medicines Review (AHMR). Design/methodology/approach – A qualitative research study was conducted with eight semi‐structured focus groups, including a total of 50 HMR‐eligible patients and caregivers. Participants who were purposively sampled represented older males, older females, younger chronically ill patients, patients from Chinese and Arabic backgrounds and the general HMR target group. Findings – According to the types of medicine problems encountered by participants, their level of medicine understanding and their desire for assistance with using medicines, four distinct patient segments are identified and explicated: the heedless patient, the aware patient, the scrupulous patient and the self‐sufficient patient. Practical implications – The uptake of the HMR service can be effectively increased by direct‐to‐consumer HMR promotion that is tailored to the behaviors, needs, and desires of eligible patients and caregivers. The proposed segmentation model of HMR‐eligible consumers addresses these differences and can be used to inform health policy makers regarding a more effective promotion of the HMR service. Originality/value – This is the first study to investigate how the HMR‐uptake could be increased, from the perspective of eligible patients and their caregivers.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Sep 6, 2011

Keywords: Australia; Patient perceptions; Carers; Medicines; Drugs; Patient/consumer segmentation; Medicines review; Qualitative research; Focus groups; Customer services quality

References