CHF was engaged and funded by NPS MedicineWise as the lead agency to plan and implement a project, Consumer Health Literacy Segmentation Research.

The Consumer Segmentation Research contributes to improving consumer health literacy as it relates to quality use of medicines (QUM) through the implementation of research to:

• Understand the current status of health literacy amongst Australians
• Inform future NPS MedicineWise Grant activities
• Support the principles and objectives of the National Medicines Policy.

The objectives were to:

• Identify and characterise key consumer segments as they relate to QUM health literacy to assist in future resource or program development
• Provide findings that reflect the knowledge, attitudes and perceptions of ‘grass roots consumers’ in relation to QUM
• Identify the current understanding of consumer health literacy for Australians as it relates to QUM
• Provide recommendations for resource/program development to meet unmet needs
• Identify relevant QUM and health literacy indicators for future evaluation of collective impact.
• Distribute findings to support the principles and objectives of the National Medicines Policy and integrate into other Grant activities.

To achieve the objectives, four project activities were conducted: 1) formative research; 2) literature review; 3) virtual consumer led discussions and 4) consumer segmentation survey. This report summarises the key findings collected across the project activities, addressing each of the objectives.