| Abstract: | Product safety is related to consumer/user competence. Pharmaceutical products usually have high associated risks that can be compounded by irregular consumption practices. Of particular concern are older people who, due to a variety of reasons, cannot comply with pharmacy instructions. Medication compliance for this group often depends on co‐ordinating the efforts of formal and informal carers. Failure to co‐ordinate can lead to both serious medical consequences and litigation against carers. Based on the experiences of an action research project, the paper initially details the substantive issues within a product/service‐delivery framework. The roles of agents and surrogate shoppers are noted. The wider regulatory and legal context is then explored with reference to the pharmaceutical industry and health and social care providers. These local and global considerations give rise to a discussion of the applicability of existing theoretical approaches to the problem of ensuring the timely and accurate administration of medication for vulnerable older people. In formulating the specifications of service re‐design using complexity and network theories, the continued relevance of traditional (e.g. 4Ps/7Ps) and current (e.g. relationship) marketing paradigms is demonstrated. In conclusion, the paper highlights the need to balance risks, rights and responsibilities in cases where strict forms of empowerment are inappropriate. |
