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The announcement distributed by directnews. The issuer is solely responsible for the content of this announcement. direct/eye for pharma: Big pharma executive urges pharmaceutical marketers in Europe to take responsibility for improving patient compliance Big pharma executive urges pharmaceutical marketers in Europe to take responsibility for improving patient compliance BERLIN (January 27, 2005) - Len Starnes, head of European e-business, Schering AG Germany, believes low awareness of non-compliance, as well as associated health risks and the true costs to the industry and patients, is the greatest barrier to European pharmaceutical companies´ ability to tackle patient compliance effectively. "Stakeholders refuse to think long-term and there is no agreement about who is really responsible for improving compliance," Starnes tells eyeforpharma, which has produced a free report on how pharma should tackle patient compliance initiatives (to download, visit http://www.eyeforpharma.com/pceuro05/report3.shtml). Starnes continues, "Doctors are, of course, interested in improvement of health outcomes, but the majority are not prepared to invest more time with patients, tackling compliance issues." He adds, "despite a long-time sales and marketing focus on acquiring new patients, there is an increasing awareness within the industry that retaining patients, or increasing adherence, can make sound business sense." "Pharma is recognizing the importance of patient empowerment. Sales and marketing functions must re-think the way they do business." Starnes explains how current business plans rarely include sections on compliance, adherence or disease management, but that pharma must begin to consider long-term, compliance-related business gains. And he believes the industry must work toward a better understanding of the causes of non-compliance, centered on patient´s relationship with their disease, their therapy and the people involved in their treatment. That knowledge, he says, will be used to build better outcomes and cost-effective programs. "Pharmaceutical companies should work more to show all stakeholders - patients, advocacy groups, doctors, payers, public healthcare systems and pharmacists - that the industry has an important role to play," Starnes says. "Most of all, they must reaffirm that compliance is a win-win situation for all stakeholders." About eyeforpharma: Len Starnes will be speaking at eyeforpharma´s Patient Compliance Conference Europe in Amsterdam on February 21-22nd (www.eyeforpharma.com/pceuro05). eyeforpharma specializes in patient compliance conferences for the pharmaceutical industry, focused on cutting-edge business strategies and technologies to drive growth and performance. The eyeforpharma website (www.eyeforpharma.com) and free eyeforpharma Briefing newsletter are respected community forums for the pharma industry, offering news, features, editorials and contributions from readers designed to keep the industry up-to-date with today´s business growth strategies. eyeforpharma is a division of First Conferences, Ltd. Kontaktinformationen: Please contact Izzy Wakeling on +44 20 73 75 75 22 or iwakeling@eyeforpharma.com for more information.
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