New health and life sciences practice debuts AdherenceIQ, an AI-powered platform that predicts patient adherence risk

ATLANTA, Sept. 10, 2026 /PRNewswire/ — Medication nonadherence costs the U.S. healthcare system as much as $300 billion annually. Despite significant investments in awareness, patient acquisition, and new prescription generation, life sciences companies struggle to identify which patients will start/discontinue therapy and 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,” said Josh Perlstein, Response Media CEO. “We believe there is a smarter approach, and it begins with focusing on the human behind every treatment.”

With the launch, the company is introducing AdherenceIQ, a proprietary, AI-powered behavioral intelligence platform that predicts and addresses therapy adherence risk before 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 to identifying patients at risk of disengaging while there is still an opportunity to intervene.

“Adherence is too often treated as a reminder problem,” said Dr. Alvin Glay, chief strategy officer, RE:HEALTH. “But patients don’t make decisions based on reminders. Concerns about side effects, 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.”

About Response Media: Ad Age’s Data & Insights Small Agency of the Year in 2025, Response Media is a performance marketing agency specializing in data-led CRM/CX strategy and media. The agency has worked with a range of healthcare brands including Bausch + Lomb, Mucinex, Enfamil, and WellStreet Urgent Care.

Source¹ National Library of Medicine

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SOURCE Response Media