The rapid acceleration of medical technology—from gene therapies to precision digital diagnostics—has ushered in an era where previously untreatable conditions are now manageable, if not curable. Yet, a persistent, silent crisis threatens to undermine these scientific triumphs: medication and treatment non-adherence. As the pharma, biotech, and medtech sectors converge, the focus has shifted from merely creating effective molecules to ensuring those molecules actually reach the patient in a consistent, meaningful way.
At the 2026 HLTH Europe conference in Amsterdam, held from 15–18 June, industry leaders gathered to address this central challenge. The consensus was clear: the future of patient outcomes is not just in the "what" of treatment, but in the "how" of adherence. Experts are now calling for a new generation of health technologies that are flexible, engaging, adaptable, and—crucially—economically viable for overstretched healthcare systems.
The Patient Journey: A Cultural and Structural Shift
The digital age has fundamentally altered the landscape of patient-provider interactions. At the heart of the debate at HLTH Europe 2026 was the "democratization of healthcare." Andrew Menzies-Gow, VP of R&I Global Medical at AstraZeneca, set the tone on day one, arguing that the traditional power imbalance between healthcare providers and patients is obsolete.
"We have to fundamentally change the power imbalance," Menzies-Gow stated. The vision for the future involves a system where patients are empowered to make decisions about their own health and data, supported by, rather than dictated to by, clinicians. Meadhbha Monaghan, Chief Executive of the Patient Client Council (PCC) Northern Ireland, echoed this sentiment, emphasizing that this transition requires a profound cultural shift. True adherence, she noted, relies on a shared risk-accountability model where pharma and the public act as partners in the long-term management of chronic conditions.
Marta Nowotarska, Director of Consumer Engagement at Novo Nordisk, highlighted the "consumerization of health." As patients gain unprecedented access to medical information, the pharma sector must pivot. "We need to partner closely with payers, healthcare systems, and patient advocacy groups to navigate a regulatory landscape that was largely forged before this information shift," Nowotarska explained. The goal is to create a compliant, transparent framework that prioritizes the end-user’s lived experience.
AI: Bridging the Adherence Gap Through Personalization
Artificial intelligence (AI) has emerged as the linchpin in addressing why patients fall off their treatment regimens. Marten den Haring, CEO of Lirio, emphasized that adherence is not a static state; it is a dynamic process influenced by health status, motivation, and external context.
The Role of Precision Nudging
Lirio’s approach utilizes AI to facilitate "precision nudging." By identifying specific data signals, the system learns which behavioral techniques resonate with an individual patient. This is particularly vital for chronic conditions where symptoms may be invisible or the benefits of treatment are preventative—conditions where patient motivation often flags as the "newness" of the regimen wears off.
Furthermore, den Haring highlighted the necessity of geographical sensitivity in engagement. "Health behavior is shaped by local values," he noted. Using the UK’s COVID-19 response as a case study, he contrasted it with the American landscape. Messaging that emphasizes "protecting the system" (the NHS) resonates in the UK, but that same framing is less effective in the US, where the perception of the healthcare provider and the payer is vastly different. AI systems, den Haring argued, must be trained to recognize these nuanced cultural cues to be truly effective.
Gamification and Hardware: Moving Beyond the Smartphone
While apps remain a primary tool for engagement, some startups are moving into the physical realm. Finnish startup Ai2Ai has developed "PALL0," an interactive, ball-shaped device designed to gamify physical rehabilitation.
Transforming Data Collection
Unlike standard wearables that passively collect data, PALL0 requires active engagement. The device uses sensors to measure grip strength and movement, feeding real-time data back to clinicians. By gamifying these movements, the device encourages patients—particularly those with neurodegenerative conditions like Alzheimer’s—to engage in repetitive, necessary therapeutic exercises. According to CEO Henrik Terävä, the key to adherence in aging populations is an interface that is intuitive, tactile, and, most importantly, encouraging rather than punitive.
The "Human Layer" and Precision Hardware
Not all innovation needs to be digital-first. HealthBeacon, a leader in the space, has focused on the "human layer" of care. Their FDA-cleared sharps bin serves as a bridge between home-based medication and professional oversight. By logging the disposal of syringes or autoinjectors against a patient’s prescribed schedule, the bin provides a non-intrusive way to monitor adherence.
If a patient deviates from their regimen, the device triggers an SMS reminder. More importantly, the data flows to the pharmacist or caregiver, allowing for precision outreach. "The goal is to prioritize follow-ups for those who need them most," explained CEO Keiran Daly. He argued that the most successful adherence technologies are those that provide a "me first" benefit—a tangible service to the patient that makes the burden of their illness feel slightly lighter.
Addressing the Aging Population and Reimbursement
As the global population ages, the demand for affordable, scalable solutions has never been higher. Janus Hoeks, co-founder of PicoCare, has designed a system that logs patient interaction with dispensing machines to ensure accurate medication intake.
Clinical Trials and Systemic Efficiency
Beyond the home, Hoeks pointed to the significant potential for these technologies in clinical trials. By providing objective, fixed data on adherence, these systems can eliminate the inaccuracies and administrative burden associated with traditional patient diaries.
However, Hoeks offered a sobering reminder: the technology exists, but the bottleneck is implementation. "The onus is now on healthcare systems to integrate these tools," he stated. Achieving this early is essential, as the rising cost of chronic disease management threatens to collapse under the weight of manual, labor-intensive oversight.
Implications for the Future
The insights from HLTH Europe 2026 underscore a turning point in the industry. The era of the "one-size-fits-all" treatment plan is ending. The future of adherence will be built on three pillars:
- Dynamic Adaptability: Using AI to tailor communication to the patient’s evolving psychological and physical state.
- Multimodal Engagement: Combining digital apps with tactile hardware (like PALL0 or smart sharps bins) to meet the patient where they are.
- Collaborative Ecosystems: Moving away from siloed healthcare, where pharma, payers, and patient advocates work in tandem to share the risks and rewards of health outcomes.
As medical technology continues to advance, the "adherence gap" remains the final frontier. The technologies highlighted at the conference suggest that the solution is not just better medicine, but a more empathetic, personalized, and integrated approach to the human experience of healing.
For healthcare providers and pharma companies alike, the message is clear: if you cannot help the patient follow the regimen, the clinical efficacy of the drug is effectively zero. The race is now on to turn these innovative prototypes into the standard of care for a global population that is waiting to be heard, supported, and engaged.
About the Author
