Decision Resources, a research and advisory firm for pharmaceutical and healthcare issues, has a new strategic insights report that found in response to widespread medication nonadherence, pharmaceutical companies should factor medication adherence interventions into their drug development process.

Medication adherence is a combination of correct use of a medication and persistence (continuing to use medication as prescribed). It is a challenging issue in healthcare, with an estimated 75% of prescription drug consumers in the U.S. alone reporting some form of medication nonadherence.

The report found reminder packaging is a consistently effective medication adherence intervention strategy. Thus, particular attention should be paid early in a drug's development to packaging and information inserts that will help patients better adhere to their prescribed medication. Additionally, a focus on minimizing side effects and rapid, durable efficacy likely will help yield greater adherence rates post-launch.

"In competitive chronic disease treatment markets, early positioning of a new brand based on superior adherence could be a strong differentiator in a crowded market," said Kate Hohenberg, Decision Resources Group senior vice president.