Exploratory research on adherence programs in Hungary

Absztrakt (kivonat)

According to the calculations made by the Pharmaceutical Group of the EU (PGEU) in Europe in 2008, there are 194 500 deaths yearly due to miss-dose and the absence of an adherence program. Furthermore, 10-25% of hospital and nursing home admissions result in 340 deaths per day. Most people, approx. 60%, die in a non-infectious disease. Shockingly, half of them decease due to circulatory problems, more than one tenth of them are killed by respiratory diseases, and the others die of disorder of the digestive system. This is the main motivation factor that makes me investigate in this field, and my main research question is: What is the main reason of the inefficiency of the adherence program in Hungary. So, the main reason during the research is to explore the relationships between parties focusing on who influence whom. Which factors are sufficient in relations to the program maintenance? This exploratory research will find out what kind of marketing solutions are needed in order to enhance the program success. In order to understand why diseases and healings have become important in our lives, the origin of illnesses as well as the different historical eras is needed to be detailed. Nowadays, the main aim is to heal people with the right medicine, the right treatment and, regarding the patients, the highest willingness of cooperation. There are many theories that demonstrate different factors in connection with the patients’ attitude, opinion and judgment. Everyone who participates in the whole healing process has the possibility to gain benefits. Those pharmaceutical companies who pay attention to the patients’ treatments have to consider these theories rigorously. So adherence in pharmaceutical industry means a co-operation between the members of the health care sector where players can be doctors, clinics, patients and governments. This research would like to give suggestions and recommendations on how marketing could improve the level of cooperation between the parties. The information obtained from in-depth interviews with potential cooperators will mainly support the proper identification of the most important aspects.