This article from the New York Times is a good read. Drug companies have realized that non-compliance with medication regimens represents billions in lost profits every year as prescriptions aren't refilled on a regular schedule (if they're refilled at all).
Two things come to mind:
It really is better for patients to take their medication as prescribed. The article cites a blood pressure med commercial that urges patients to take their med as directed. And they should -- it's tough on your heart and downright dangerous to let your blood pressure skip around.
But the recent reduction in health spending came, in large part, from less utilization of prescription drugs. If drug company informational campaigns are successful, we can expect to see those savings reversed.
Two sides to every coin, indeed.