With more and more people moving to the cities, a huge strain is being placed on healthcare in terms of resources, finances and staff.
As hospitals and doctors' practises struggle under the increased demand, wasting time and money to make sure patients take the right medication is a cost healthcare authorities can well do without.
Almost 70 percent of Americans are taking a prescription drug, with over 50 percent taking two, according to Mayo Clinic and Olmsted Medical Center researchers.
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However, the World Health Organization has found that only 50 percent of Americans take their medication as prescribed. As well as being bad for your health, it costs the U.S. $290 billion every year in medical expenses, according to the New England Healthcare Institute.
Academics and researchers at The University of Pennsylvania are trying to come up ways to make sure patients take their medication at the right time and at the right dose.
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"A lot of the work that's going on now is trying to figure out what kind of interventions work in what kind of person," Professor Kevin Volpp, Director of the Center for Health Incentives and Behavioral Economics (CHIBE) at the University of Pennsylvania, told CNBC's Innovation Cities.