HCMG101 Health Care Systems

CVS Health And Drug Adherence:

Read Case Study of The Case CVS Health And Drug Adherence and answer the following:

Assignment requirement and details:

“Incorporating the 4 P's of Marketing (Product, Place, Price and Promotion), outline how you would use each of these areas to make a case for funding to the CEO, to improve medication adherence.”

This case describes CVS Health’s program to improve medication adherence, an important problem from a societal, public policy, and firm perspective. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. 

“You are asked to quantify the system-wide economic benefit of this improvement and propose approaches for boosting medication adherence that would ultimately place the program on a path to success.”

“This case requires you to put yourselves in Helen Foulkes’ position and conduct analyses required to make a case for funding to the CEO.”

This case may not initially seem to be a marketing case.  However, CVS believes that improving medication adherence and implementing the behavioral strategies needed to do this can have some marketing benefits for them.  It solidifies their position in the marketplace as a "health retailer", strengthens their relationship with pharmacy benefit managers, and brings people into the stores where they will undoubtedly purchase other things.