Here is another in our continuing series of things going on around Rochester. Enjoy!

In a move to expand the marketing behind its latest product, Rochester, NY-based business PharmAdva has announced it will hire an additional 132 employees to round out its sales, marketing and distribution departments.

The new workers will help spread awareness about PharmAdva’s still-unnamed device that dispenses an individual’s pills and medications for him or her at the correct time each day, according to 13 WHAM News. The device even helps patients stay on track with their medications by sending audio reminders, as well as text messages and voicemails.

It’s likely that PharmAdva’s new marketing staff will utilize video advertising, which has been shown to be one of the most effective ways to raise brand awareness and inform consumers about new products.

PharmAdva’s CEO, Jonathan Sacks, told 13 WHAM News that the device is intended to combat a growing issue among Americans, especially senior citizens — forgetting to take one’s medications.

“The latest study shows it was costing over $300 billion in unnecessary medical claims costs a year. It’s also the leading cause of entry into nursing homes,” Sacks said.

Funding for the device, which was created by University of Rochester neurologist Dr. Michel Berg, came in part from a New York State initiative designed to keep businesses in-state. Because PharmAdva partnered with the University of Rochester, the company will receive state assistance with expanding and will get a 10-year tax break.

“This concern that’s been expressed for many years that New York State is not a conducive environment for growing new business. And I think this is a step in the right direction,” Sack told 13 WHAM News.