If you're a pharma company, chances are you're thinking about how to get patients to stick to their meds. Missed refills create a "big problem" not only for patients' health, but for companies aiming for slam-dunk sales, Manish Gupta, CMO of global data firm Liaison Technologies, told FiercePharmaMarketing.
Sifting patient data could change all that, Gupta says. The thing is, drugmakers need an eye on all sorts of data streams to really track adherence--and make a difference in how patients take their meds.