Health literacy includes not only literacy and numeracy, but areas related to an individual's ability to critically review and process health information in such a way that leads to improved health behavior and outcomes. The level of health literacy attained by a particular target audience is an important consideration for marketers of pharmaceutical products as it impacts both the message and the media selected for product promotion. Additionally, the degree to which health literacy levels impact medication adherence should be a consideration for those that market pharmaceutical products.
Bonaparte, Yvette Lynne
"A Perspective on Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence and Health Literacy,"
Atlantic Marketing Journal: Vol. 5
, Article 5.
Available at: http://digitalcommons.kennesaw.edu/amj/vol5/iss3/5