At HealthPrize Technologies, chief executive Tom Kottler is tackling a problem that many in the pharmaceutical industry are trying to solve:

What stops people from taking their medications and how can the industry boost medication adherence rates?

In order to encourage patient compliance, Kottler told Drug Delivery Business News that he’s taking a different approach than his competitors. Instead of trying to change a person’s behavior, the team at HealthPrize wants to help people form better habits.

“I don’t believe that you can change a person’s behavior,” Kottler said. “What you can do is learn to adopt habits that help you overcome some of those behaviors.”

“With respect to medication, most people need nudging, not a change in behavior,” he added. “I think the way you view any particular problem, particularly when it comes to healthcare, will define how you build your product.”

Get the full story at our sister site, Drug Delivery Business News.