A quantitative approach to segmentation for prescription drug safety programs
Lefebvre, R., McCormack, L., Taylor, O., Bann, C., & Rausch, P. (2016). A quantitative approach to segmentation for prescription drug safety programs. Journal of Social Marketing, 6(4), 335-360. https://doi.org/10.1108/JSOCM-06-2014-0037.
To enhance the effectiveness of pharmacovigilance programs that provide information about medical products in order to benefit consumers, aid health care professional’s decision-making, and improve community health. This research sought to determine whether distinct segments of consumers can be identified for prescription drug safety social marketing and communication activities, and if these segments would respond differently to information about prescription drug products.
