Pharma companies realize it takes more than developing a breakthrough drug to achieve breakthrough outcomes. With adherence rates at a shocking 50 percent for the chronically ill, an innovative solution is desperately needed. Engaging patients by applying game dynamics to adherence may be the solution. But, before you question whether this serious business of pharma is compatible with fun, consider the results: gamification techniques improve medication adherence rates by an average of 52 percent, according to HealthPrize Technologies.