ABSTRACT
Sociologists have been primarily keen observers of what the People do, and psychologists focus on why they do it. Drug manufacturers and Public Health proponents also are concerned with “helping” People decide that a change has occurred. Understanding of the behavior of People when they are ill has been enhanced by viewing this behavior as the “sickness career”. As valuable as the sick role model is for understanding patient behavior, it should be clear that it does not apply to all cases. The chronically ill patient can adopt a chronic illness role. This role is frequently a difficult one and medication may be not only part of the solution but also part of the problem. The benefits of Drug therapy that works are most easily understood as the elimination of problems. Organizations such as Consumers’ Union have devoted considerable effort to identifying for their members’ methods of reducing Drug costs.
