Response Media launches RE:HEALTH to Address Pharma’s $300 Billion Adherence Blind Spot1
ATLANTA, September 9, 2026 – Medication nonadherence costs the U.S. healthcare system as much as $300 billion annually.1 Despite significant investments in awareness, patient acquisition, and new prescription generation, life sciences companies struggle to identify which patients will start or discontinue therapy and to understand the emotional barriers driving those decisions.
Response Media today announced the launch of RE:HEALTH, a specialized health and life sciences practice built to help pharmaceutical and health brands close that gap.
Backed by decades of healthcare marketing expertise, RE:HEALTH combines behavioral science, privacy-compliant AI and advanced analytics to help brands identify the emotional barriers to treatment and translate that intelligence into engagement strategies that improve adherence, persistence and TRx growth.
“Medicine is an emotional decision but the industry has marketed it as a functional one. We believe there is a smarter approach, and it begins with focusing on the human behind every treatment.”
Josh Perlstein, Response Media CEO
With the launch of RE:HEALTH, the company is introducing AdherenceIQ, a proprietary, AI-powered behavioral intelligence platform designed to predict and address therapy adherence risk before patient drop-off occurs.
Built on published adherence science, AdherenceIQ identifies the emotional and functional barriers preventing patients from starting or continuing therapy, predicts who is most likely to disengage and why, and recommends intervention strategies based on those barriers.
For chronic and rare disease therapies, where adherence and persistence are critical to patient outcomes and commercial performance, AdherenceIQ shifts the focus from measuring attrition after it occurs to identifying patients at risk of disengaging while there is still an opportunity to intervene.
“Adherence is too often treated as a reminder problem, but patients don’t make decisions based on reminders. Concerns about side effects, doubts about necessity, distrust, and stigma all shape their decisions. We can now uncover those barriers early enough to intervene in a relevant, human way that not only improves patient outcomes but accelerates TRx growth.”
Dr. Alvin Glay, Chief Strategy Officer, RE:HEALTH
RE:HEALTH will demonstrate AdherenceIQ during Fierce Pharma Week September 14-17 in Philadelphia. Attendees can receive an abbreviated “AdherenceIQ Snapshot” to assess at-risk recoverable revenue, identify opportunities among specific audience segments, and benchmark adherence against competitors. RE:HEALTH is also hosting the DTC & Patient Engagement track on September 16.
About Response Media: Named Ad Age Data & Insights Small Agency of the Year in 2025, Response Media is a performance marketing agency specializing in data-led CRM/CX strategy, media, and personalized messaging. The agency has worked with a wide range of healthcare brands including Bausch + Lomb, Reckitt (Mucinex), Enfamil, Xiidra, Vyzulta, and WellStreet Urgent Care. For more information, visit ResponseMedia.com.
Source1 National Library of Medicine