Beyond the Pill (BTP) strategies have become as trendy as the Kardashians and as ambitious as Captain Kirk. Yet the bright future of Rx technological enhancements, paired with an ecosystem of services, is still more of a dream than a commercial reality. The proof is a variety of failed initiatives littering the industry.
The stall-out is partly due to the fad phenomenon, where a fringe task force is assembled to pursue a BTP “initiative” (the word “initiative” is almost a kiss of death....