Our Story


The concept for RxBalance was born in 2006 when Lydia Green created a series of white papers for the American Medical Association on how pharmaceutical marketing influences physician behaviors. Reading On the Take by Jerome Kassirer and Powerful Medicines by Jerry Avorn set into motion the idea of developing a healthcare communications non-profit that would promote appropriate drug utilization. Lydia was further influenced by the writings of Arthur Feldman of Temple University School of Medicine whose book Pursuing Excellence in Healthcare explores the important societal role of academic medical centers.

Over the next several years, Lydia reached out to thought leaders in the academic detailing, policy and medical school arenas: Jerry Avorn, Professor of Medicine at Harvard Medical School and Chief of the Division of Pharmacoepidemiology at Brigham and Women’s Hospital, Allan Coukell, Director of the Pew Prescription Project and Randall Stafford, M.D., Ph.D of Stanford School of Medicine. Inspired by their passion and dedication to improving medication use, Lydia became convinced that medical communication strategies used by the pharmaceutical industry could be put to use in promoting the public good. In May 2014, RxBalance received its IRS nonprofit approval.

Today and Tomorrow

RxBalance is currently part of an NIH-sponsored clinical trial at Stanford School of Medicine. We are working closely with a team of health system services co-creating ad-style drug and disease messaging promoting shared decision-making and rational drug utilization by targeting both the conscious and unconscious systems of cognitive decision making. This content, which is targeted to high-risk patients with chronic kidney disease as well as their providers, will be delivered via patient portals linked to electronic health records. A paper describing the RxBalance-academic research partnership will be published during the first quarter of 2015.