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

Lesley White (Charles Sturt University, Bathurst, Australia)
Christiane Klinner (Centre for Values, Ethics and the Law in Medicine, University of Sydney, Sydney, Australia)
Nicola Cobelli (Department of Business Administration, The University of Verona, Verona, Italy)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 6 September 2011




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).


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.


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.


This is the first study to investigate how the HMR‐uptake could be increased, from the perspective of eligible patients and their caregivers.



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.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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