{"id":466,"date":"2014-09-10T08:23:44","date_gmt":"2014-09-10T13:23:44","guid":{"rendered":"http:\/\/www.rx-edge.com\/blog\/?p=466"},"modified":"2016-05-24T09:34:29","modified_gmt":"2016-05-24T14:34:29","slug":"acquisition-and-adherence","status":"publish","type":"post","link":"https:\/\/www.instephealth.com\/blog\/acquisition-and-adherence\/","title":{"rendered":"Acquisition and Adherence: Rethinking the Strategic Mix"},"content":{"rendered":"

Everyone who works in pharma is all too familiar with the leaky-bucket analogy, wherein patients who are acquired start to drop through a rather large hole in the \u201cbucket\u201d due to non-adherence.\u00a0 The struggle to retain patients takes place through the use of a host of complex, expensive tactics designed to influence compliance and ultimately lead to better patient outcomes.<\/p>\n

However, most analyses have shown that the adherence curve hasn\u2019t changed significantly over the years in spite of pharma\u2019s best efforts and the enormous resources put against adherence tactics.\u00a0 \u00a0Additionally, many of those tactics have come at the expense of \u201cfilling the bucket\u201d with a continuing influx of new patients.<\/p>\n

This is where shelf-delivered programs in the pharmacy can really shine.\u00a0 In the nearly 400 matched panel analyses I\u2019ve conducted over the years\u00a0at Retail Intelligence, Inc.<\/a> on behalf of Rx EDGE, two things stand out:\u00a0 1) long-term pharmaceutical marketing programs delivered at the pharmacy shelf help brands acquire new patients, and 2) those new patients continue returning value to the brand.<\/p>\n

\u00a0The Attrition Curve chart below, using 100 patients as a baseline, illustrates this point.<\/h2>\n