Developing a Conceptual Framework of Medication Adherence Among Patients with Diabetes from a Pharmaceutical Branding Perspective: A Qualitative Study
| Author | Saeid Shahraki | en |
| Author | Khalil Alimohammadzadeh | en |
| Author | Amin Ghasem Beigloo | en |
| Author | Abasat Mirzaei | en |
| Orcid | Saeid Shahraki [0000-0003-1679-2981] | en |
| Orcid | Khalil Alimohammadzadeh [0000-0002-2376-9256] | en |
| Orcid | Amin Ghasem Beigloo [0000-0003-1728-978X] | en |
| Orcid | Abasat Mirzaei [0000-0002-1422-5193] | en |
| Issued Date | 2026-06-30 | en |
| Abstract | Background: Medication adherence remains suboptimal among patients with diabetes despite the availability of effective therapies. Existing adherence frameworks primarily emphasize clinical and behavioral determinants, whereas the influence of pharmaceutical branding-related perceptions remains underexplored and has not been integrated into a diabetes-specific conceptual framework. Objectives: To develop a conceptual framework of medication adherence among patients with diabetes from a pharmaceutical branding perspective by integrating behavioral and branding-related determinants. Methods: This qualitative study used conventional content analysis with an exploratory–descriptive approach. Healthcare experts with extensive experience in diabetes care, medication management, and pharmaceutical services were recruited using purposive sampling with maximum variation. Data were collected through in-depth, face-to-face, semi-structured interviews conducted in the participants’ workplaces. Interviews were audio-recorded, transcribed verbatim, and analyzed inductively using the approach of Hsieh and Shannon, supported by constant comparison. Coding was performed independently by two researchers, and MAXQDA2020 was used for data management. Results: Eighteen health care experts, including endocrinologists, internal medicine specialists, pharmacists, pharmaceutical managers, and nurses, participated in the study. The analysis generated 850 initial codes, which were refined to 804 distinct codes after overlaps and redundancies were removed. These codes were organized into five main themes: individual and demographic factors, psychological and behavioral factors, treatment-related factors, economic and access factors, and health system structural factors. The findings indicated that medication adherence in diabetes arises from interactions among patient characteristics, health literacy, trust, perceived effectiveness, lived experience, drug attributes, side effects, regimen complexity, affordability, access to medicines, insurance coverage, physician–patient interaction, system trust, service quality, and continuity of care. Conclusions: Medication adherence among patients with diabetes is a multilevel, context-dependent phenomenon. A pharmaceutical branding perspective adds conceptual value by highlighting how trust, perceived quality, medication appearance, product familiarity, and system reliability influence patients’ engagement with treatment and inform adherence-supportive interventions. | en |
| DOI | https://doi.org/10.69107/jamm-174223 | en |
| URI | https://brieflands.com/journals/jamm/articles/174223 | en |
| Keyword | Medication Adherence | en |
| Keyword | Diabetes | en |
| Keyword | Pharmaceutical Industry | en |
| Keyword | Qualitative Research | en |
| Publisher | Brieflands | en |
| Title | Developing a Conceptual Framework of Medication Adherence Among Patients with Diabetes from a Pharmaceutical Branding Perspective: A Qualitative Study | en |
| Type | Research Article | en |
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