Citing long-term patient adherence to medication as low as 50%, Cole said by introducing a smart element to their pharmaceutical packaging, companies could incentivize an increase in adherence and thus easily recoup the extra outlay, particularly for high mark-up products.
“With a 1,000% mark up, we can actually afford to spend three times as much on our packaging and get the same amount of income, provided we are getting an improvement in adherence,” he said.
