Takeaways: Learn how marketing research can be used for the greater good. Attendees will hear how PMRG’s research into health literacy impacts patient wellness, and perhaps sets an example for other similarly-shifting industries.
One of the best predictors of health is health literacy. Sadly, health literacy is often overlooked by both the healthcare and market research industries. It is alarming that, according to the U.S. Department of Health & Human Services, only 12 percent of American adults are proficiently health literate.
The healthcare climate is changing, moving toward a patient-centric model. Thus, it is vital that all players have a solid grasp of health literacy and its impact on patient wellness, including manufacturers, payers, health care professionals, and yes, researchers, too.
The Pharmaceutical Marketing Research Group (PMRG) has created a program solely focused on improving health literacy. Drawing from manufacturers, insight providers, and data collection firms, the Health Literacy Initiative has worked for more than a year to drive change for patient care and to establish best practices for incorporating health literacy into market research.
To illustrate the profound impact of health literacy in patient communications and materials, the Initiative has designed a case study surrounding a mock drug.
From this presentation, you will gain better understanding of:
- The concepts of health literacy
- Key components of health literacy to consider when conducting research
- The potential return on investment for stakeholders
- The positive impact on patient health