At Ambient Devices, I became increasingly interested in motivating behavioral changes with what Richard Thaler called Nudges. Novartis approached us to collaborate with Yves Behar to design a magical pill box to increase adherence to their blockbuster hypertension drug. They hoped to solve the problem that doctors were prescribing it, but people would only take it 50% of the time, resulting in the loss of hundreds of millions in revenue for this one drug in europe alone. We learned that in America insurance companies lose about $300B in unnecessary hospitalizations due to people not taking the medication they are prescribed. I founded a new company, Vitality, to focus on this issue. The GlowCap is the first internet-connected medication package that has been proven in a randomized clinical control trial to increase adherence to over 90%. We got distribution with Express Scripts and did deals with many major pharmas for diabetes, transplant, HIV, and more. The company was sold to biotech billionaire Patrick Soon-Shiong.