Abstract:

A number of changes in society, technology and the way people use health care facilities, are leading to a greater recognition of the strong influence patient decision making can have on the fortunes of the industry. Examples are quoted to illustrate the valuable guidance that can be gained from the enormous variety of market research now being conducted amongst patients. The cases range from product-related ethical pharmaceutical research to the studying of sufferers self-medication behaviour and attitudes and their wider views on health care systems and institutions.