“… a good taste is indispensable to patient compliance. Moreover, high palatability gives a competitive advantage, especially in the case of over-the-counter products.”
Gala and Chauhan. American Pharmaceutical Review. 2014: 24

Having good taste usually refers to one’s preferences, and the definition of good taste varies. With oral medication, however, good taste is less abstract. Palatability is an important aspect of oral drugs, so taste masking bitter drugs is essential. Taste masking is important because it improves patient compliance and gives taste-masked products a competitive market advantage.

Patients are more likely to adhere to their medication schedules if they are not taking noticeably bitter drugs. This is particularly true in geriatric and pediatric populations.

Unpleasant taste is the biggest barrier for completing treatment in pediatrics. Proper taste masking can increase compliance in children from 53% to more than 90%. When choosing over-the-counter medications, patients factor palatability into their purchasing decisions, and doctors factor it in their prescribing decisions. According to Aptalis Pharmaceutical Technologies, “some 50% of patients do not take their medications as prescribed,” which results in “$30 billion of lost revenue annually for the pharmaceutical industry due to prescriptions not filled or not re-filled by patients.” Not taking or not following a medication treatment plan prescribed by a physician can lead to additional or even more serious health problems. It can lead to unnecessary disease progression and complications.

Orbis’s Optimµm™ technology improves compliance by eliminating bad taste and maximizing release time. Taste-masked oral drugs are more palatable, and the companies that make them can say they have good taste in more ways than one.