Company news: RealAge and HealthPrize; AstraZeneca and Daiichi Sankyo; Shire

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RealAge and HealthPrize are partnering to measure the effectiveness of HealthPrize's adherence program on RealAge members taking asthma meds. The program, which will launch in June, aims to assess patient preferences for incentives – whether earning points or receiving rebates is a bigger motivator, for example. The companies said preliminary results suggest that consumers might prefer earning points over rebates. RealAge, which recently published strong results from an internal employee weight loss program, will use the findings to develop additional programs for its members on specific medications, while HealthPrize will use the data to fine-tune its adherence offering.

AstraZeneca signed a co-promotion agreement for denosumab in Japan with Daiichi Sankyo, pending approval of the drug for the treatment of bone disorders stemming from bone metastasis. Daiichi Sankyo acquired rights to the drug in Japan from Amgen in 2011 and filed for approval there in 2010.

Shire is launching a scholarship program for college students with ADHD. The Shire ADHD Scholarship Program includes a monetary award and a prepaid year of ADHD coaching services provided in partnership with Seattle nonprofit the Edge Foundation make the transition to college, vocational or technical school.
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Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.