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  • January 2015 (Revised July 2019)
  • Case
  • HBS Case Collection

CVS Health: Promoting Drug Adherence

By: Leslie John, John Quelch and Robert Huckman
  • Format:Print
  • | Language:English
  • | Pages:12
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Abstract

Email mking@hbs.edu for a courtesy copy.

The case describes a program that CVS Health recently implemented 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. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral science to examine approaches for boosting medication adherence.

Keywords

Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States

Citation

John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Case 515-010, January 2015. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)
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About The Authors

Leslie K. John

Negotiation, Organizations & Markets
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John A. Quelch

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Robert S. Huckman

Technology and Operations Management
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Related Work

    • March 2015
    • Faculty Research

    CVS Health: Promoting Drug Adherence

    By: Leslie John, John Quelch and Robert Huckman
    • January 2015 (Revised July 2019)
    • Faculty Research

    CVS Health: Promoting Drug Adherence

    By: Leslie John, John Quelch and Robert Huckman
Related Work
  • CVS Health: Promoting Drug Adherence By: Leslie John, John Quelch and Robert Huckman
  • CVS Health: Promoting Drug Adherence By: Leslie John, John Quelch and Robert Huckman
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