Direct health care costs associated with nonadherence have grown to $100B – $300B each year. Only 25-30% of prescribed medications are taken correctly. Nonadherence can result from low health literacy, experienced or fear of potential side effects, and administration issues.

Effectiv can be utilized by healthcare providers as well as payors. Providers can use Effectiv to proactively monitor their patients' medication adherence, track side effects, and efficacy, and provide patient education. Insurance companies can benefit from improved medication adherence through reduced healthcare costs associated with medication nonadherence.

Founded by a pharmacist, Effectiv's is designed to improve medication adherence by providing patients with personalized education and support. The platform offers medication-specific side effect tracking, efficacy questionnaires, and consumer-friendly videos and educational info. This focus on patient education sets Effectiv apart from competitors that primarily focus on medication reminders or tracking.