1) The document discusses breaching boundaries between health and direct marketing by using mobile phones and smart blister packaging to collect patient health data and monitor medication adherence. 2) It describes a "Smartsticker" technology that fits on drug blisters and records the precise date and time of each tablet extraction to monitor adherence and provide compliance reports to physicians. 3) Improving medication adherence could save lives and improve patient quality of life while also providing marketing benefits to pharmaceutical companies, but raises issues around processing personal health data.