DIGITAL THERAPEUTICS WILL CONTINUE TO GAIN TRACTION IN 2024 .
S C R U B B I N G U P
DIGITAL THERAPEUTICS WILL CONTINUE TO GAIN TRACTION IN 2024 .
transparent data model with stringent user access controls to address data privacy and cyber-security concerns .
Leading companies will use automation to make hundreds of marginal and incremental efficiency gains across the development lifecycle , whether deep querying protocols , detecting patterns during medical imaging analysis or verifying the origin of chemical components . A growing industry impetus will lead to more direct data APIs between sponsors , health institutes and regulatory authorities so that ‘ Big ( clean ) Data ’ becomes a reality , creating the right conditions for commercially viable , personalised medicines to reach patients in need .
As digital therapeutics evolve , top device manufacturers will stake their claim in the space
When Pear Therapeutics became the first company to receive payer funding for a mobile app to treat substance use disorder in 2021 , it seemed like the industry was gearing up for digital therapeutics to go mainstream .
A lot has changed in two years . The digital health market suffered some losses that have cast a shadow on the budding industry , with some companies filing for bankruptcy and others leaving the payer market to go direct-to-consumer .
Despite these setbacks , digital therapeutics will continue to gain traction in 2024 – especially for larger companies that have the resources to learn lessons from these early trailblazers in the space .
In the coming years , we expect to see top companies testing out varied commercial strategies for digital therapeutics , including going direct to consumer or developing companion apps to previously established therapies . Heavy hitters like Pfizer , AstraZeneca , Boehringer Ingelheim and
Roche have already joined the Digital Therapeutics Alliance and more will likely join the FDA ’ s newly formed Digital Health Advisory Committee .
Specialised medicines will push biopharma ’ s to respond to healthcare professionals in the moment of need
In-person interactions with healthcare professionals ( HCPs ) are returning to prepandemic levels , but access is more selective . HCPs are prioritising access based upon the value and timeliness of interaction . This is driving the inevitable new question : is the traditional push model supporting HCPs in their time of need ?
The complexity and precision of specialised medicines are putting increased pressure on biopharma ’ s to shift to a service-focused model . HCPs are having to keep track of a bewildering array of treatments and differing levels of access to those based upon treatment and reimbursement guidelines .
Deeper collaboration between commercial and medical teams will be critical to provide HCPs the on-demand education and resources at the time of need – even at the point of care . As the focus changes from promotional to service-centric , field teams will augment in-person touchpoints with inbound capabilities that connect HCPs and reps in real time and prioritise responsiveness and customer value over quantitative sales and frequency measures .
Early adopters of this model are creating more than double the amount of digital interactions with HCPs without reducing in-person visits . Success requires executive sponsorship , investments in field training , compliant technology and realignment of incentives to focus on the strength of relationships .
Most importantly it requires that every HCP interaction builds from the last and adds value to the HCP in a timely manner requiring a fusion of in-person , digital and on-demand interactions . In fact , the use of video meetings in conjunction with in-person meetings increases efficiency and impact . When engaging HCPs through a blend of inperson and virtual channels , video engagement has three times the promotional response compared to in-person meetings alone ,
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