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Beyond Patient Education
Influencing Behavior Change

What does it take to get patients to comply with their medication or healthcare programs? This is a question that pharmaceutical companies need to answer in order to sell more drugs and also help physicians provide better care to their patients.

Patient education has been touted as the true panacea to any number of marketing challenges, from increasing compliance to improving brand retention, enhancing doctor/patient communication, achieving persistence, providing a true partnership opportunity, and so on.

Pharmaceutical companies are exploring new and more effective strategies for meeting these objectives, including behavior change programs. This article reviews how tailored behavior change programs can increase acquisition, compliance, persistency or brand loyalty. A smoking cessation program is presented as a case study.

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PMN32-02
Issue: Vol. 3, No. 2: February 2004
Word Count: 873

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