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Survey investigates health information habits

Almost half of respondents to a recent survey have failed to complete a full course of medication

Almost half of respondents to a recent survey have failed to complete a full course of medication, and more than 12 per cent of them find patient information leaflets hard to understand or don't read them at all.

These were some of the findings of the survey, "Consumer engagement with pharmaceutical marketing", which asked 1,000 general consumers how they find out about health-related issues.

The research was conducted by Kyp, through research company 72 Point's OnePoll service.

More than 60 per cent of respondents said they go online to find out about medical conditions and their treatment, compared to just 40 per cent of people who said they read leaflets.

When asked how they would most prefer to learn about medical conditions they are diagnosed with and about their treatment, most (59.1 per cent) said they would rather consult their doctor, followed by 27.1 per cent who would prefer to find information online.

Almost half of respondents (43.2 per cent) had failed to complete a full course of medication.

Kevan Lawton, chief marketing officer of Kyp, said: "With wastage and compliance such major issues for the NHS and pharma industry, understanding how patients prefer to learn is vital to ensuring they are actively engaged with their treatment."

The full report is available to download from Kyp's website

7th October 2009


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