Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship - Innovation and Marketing in the Pharmaceutical Industry - page 444

actively investigate the role of other direct-to-patient channels in pharmaceutical
marketing. The heyday of the physician-centered blockbuster model, which served
brands like Lipitor, has passed, and patient empowerment is an inescapable reality
in medical decision-making. Ignoring such a key trend is not an option.

14.7 Appendix: Dictionary of Terms Used to Identify

Patient Orientation

Patient empowerment
Informed patient
Patient support
Patient community
Patient communities
Social media
Shared decision-making
Disease awareness campaign
Mobile marketing
Packaging
Labeling
Holistic healthcare
Patient adherence
Therapy adherence
Patient compliance
Therapy compliance
Patient nonadherence
Patient non-adherence
Therapy nonadherence
Therapy non-adherence
Patient noncompliance
Therapy noncompliance
Direct-to-patient
Direct-to-consumer

References

Amaldoss W, He C (2009) Direct-to-consumer advertising of prescription drugs: a strategic analy-
sis. Mark Sci 28(3):472-487
Bates A (2008) Patient compliance programs: how to ensure they are not doomed to fail. DTC
Perspectives, March, pp 38-40
Bodenheimer T, Lorig K, Holman H, Grumbach K (2002) Patient self-management of chronic
disease in primary care. J Am Med Assoc 288(19):2469-2475