Declining patient compliance for ethical pharmaceutical brands that are available only with a valid prescription is a major challenge for the global healthcare community. Reduced compliance will affect health outcomes negatively .Consequently, expected increase in health costs for both healthcare systems and authorities.

With many blockbuster patents are going to expire, manufacturing pipelines are getting limited and payers are becoming increasingly cost-constrained, closing the market gap is essential for pharmaceutical companies to protect their economy of scale, protecting their bottom line while shifting from a product-centrism to a patient-centrism organizations.

The majority of pharmaceutical industry executives, pharmacies, and payers explain low levels of adherence by citing factors, such as low awareness level of the disease, lack of complete range of treatment ,poor memory, low cognitive level, educational, cultural and emotional factors,these factors are belonging to patients. Other factors, such as treatment pathway or side effects.

In other industries, it is said that retaining an existing customer is more beneficial than acquiring a new one. Pharmaceutical companies need to start quantifying what they are considering for each percentage point of noncompliance and reorganize the root causes to better define the problem.

This will need careful considerations of how they play in the market. Pharmaceutical companies are working to overcome barriers to the success of patient adherence programs, designing marketing programs to shift patient beliefs toward good adherence.

Furthermore, implementing tactics to improve patient adherence and measuring the return on investment of these programs to maintain profitability.