Fix our prescribing culture, one ad at a time.

RxBalance is a 501(c)(3) organization founded by a pharmaceutical advertising professional concerned about the extraordinary influence of commercial marketing on prescribing and drug utilization.

After graduating pharmacy school, Lydia Green worked as an advertising copywriter, promoting prescription drugs, medical devices and clinical diagnostics to healthcare professionals. She noticed that while physicians were slow to adopt evidence-based guidelines, her pharmaceutical clients marketing messages quickly diffused into mainstream medicine.

In 2006, while on hiatus from Epocrates, Lydia wrote 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.

Lydia left mobile advertising in 2016 and now devotes her time to RxBalance.