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

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.

Citation

White, L., Klinner, C. and Cobelli, N. (2011), "Improving the uptake of the Australian Home Medicines Review (AHMR) through patient segmentation", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 5 No. 3, pp. 194-204. https://doi.org/10.1108/17506121111172202