Deepak Sirdeshmukh, MS, Ph.D., is Co-founder and CEO of Sensal Health, offering groundbreaking hardware and software solutions to empower clinical research organizations, pharma companies, and healthcare providers to manage patient medication compliance to complex dosage regimen. Drawing on his expertise as a pharmacist and deep understanding of behavioral modification strategies, Deepak’s passion lies in helping drive transformative change and contribute to improved patient outcomes. At Sensal Health, Deepak has spearheaded the development of MyAide a pioneering patented solution for complex oral dosage regimen, and MyAide Derm for topical dermatology. He received his MS in Pharmaceutical Administration and Ph.D. in Marketing from the Ohio State University. Deepak’s recent research has appeared in the Journal of the American Academy of Dermatology and Journal of Dermatological Treatment. He has also published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, the Journal of Consumer Psychology among others.
The model will be challenging to implement since the expansive vision and cautious operational model don’t naturally align. But it could see positive reactions from the clinician community which – while seeing the need for change and technological innovation – is deterred by visions of disruption at the operational or at more granular, process levels.
The change in terminology from “compliance” to “adherence” is based on unfounded and untenable foundations. It conflates cause and effect, and a shift in language and mindsets can help reframe and better tackle the core problem: patient failure to take medications as prescribed.
Munck Wilson Mandala Partner Greg Howison shared his perspective on some of the legal ramifications around AI, IP, connected devices and the data they generate, in response to emailed questions.