> Now prove to an insurer/PBM that this type of packaging saves more than it costs (e.g. improved compliance) and they will come knocking on your door. Emphasi

> Now prove to an insurer/PBM that this type of packaging saves more than it costs (e.g. improved compliance) and they will come knocking on your door. Emphasis mine. I think this is often the key to healthcare startups. You need to generate hard evidence to really make a case. To begin you don't necessarily need to actually have the evidence, but you may need to conduct a clinical trial just to have room at the table to talk. People want to see, ultimately, ROI, and they're used to a standard of evidence where people have to sink considerable resources into objective proof before anything can move forward. So there's a barrier here. How does a small company conduct clinical trials? It's not impossible, but it's very difficult, and your power is likely to be small.