Marketing tools to improve Tyrosine Kinase Inhibitors compliance for patients with Chronic Myeloid Leukemia: an achievable strategy for pharmaceutical industries?

Abstract : Non-treatment adherence is common in patients with chronic myeloid leukemia and receiving oral treatment with tyrosine kinase inhibitors. The objective of this work is to understand the place of the pharmaceutical industry in the creation of new compliance marketing tools, but also to understand the current and unmet patient’s needs. As a first step, a literature review on compliance tools available to patients and who have received support from pharmaceutical companies will be conducted. In a second step, patient segmentation will be carried out as well as an analysis of the results of patient questionnaires, in order to collect their needs and to develop guidance for the creation of new marketing tools on treatment adherence. Finally, this thesis will focus on the "patient strategy" adopted by pharmaceutical companies to improve treatment adherence with their oral treatments. The advantages and disadvantages of this strategy will be studied.
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Master Thesis
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Audrey Lagadec. Marketing tools to improve Tyrosine Kinase Inhibitors compliance for patients with Chronic Myeloid Leukemia: an achievable strategy for pharmaceutical industries?. Pharmaceutical sciences. 2018. ⟨dumas-01973323⟩

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