For Pharma Marketers, Ubiquitous Technology Can Help Improve Patient Adherence - eMarketer
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eMarketer Interview

For Pharma Marketers, Ubiquitous Technology Can Help Improve Patient Adherence

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An interview with

Tom Kottler

Co-Founder and CEO, Healthprize Technologies

Topics:

Interview summary

Nonadherence to medicine regimens is responsible for more than 125,000 deaths in the US per year, according to Tom Kottler, co-founder and CEO of patient engagement platform Healthprize Technologies. eMarketer’s Sean Creamer spoke with Kottler about why pharmaceutical companies need to address the issue of nonadherence, and how available technologies can help fill in for doctors when they can’t be by the patient’s side.

Interview

eMarketer: What are some examples of medication nonadherence?

Tom Kottler: There are two parts to adherence. One is compliance, which is taking your medication day to day or as prescribed. The second is persistence, which is how long you stay on a medication over time. [Nonadherence is when patients do not take medication as prescribed and do not stay on it for the correct duration.] To give a sense of the issue of nonadherence, only about 9% of patients who use inhalers inhale properly, and only about 16% of patients who inject medication, such as insulin for diabetics, inject the medication properly.