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MedTech Pharma Marketing

Digital marketing in MedTech and Pharma

Is digital marketing in MedTech and Pharma similar? Understanding the specifics of MedTech and Digital Health digital marketing is essential to success.

MedTech digital marketing

The four main components of digital marketing in the medical devices industry are digital strategy consulting, digital content creation and management, digital campaign execution, and analytics.

  • Digital Marketing Consulting involves helping MedTech companies assess their priorities and strengths, optimize their operations and innovation, and develop effective go-to-market strategies.
  • Digital content creation and management involves producing engaging and informative content for various channels such as email, social media, blogs, webinars, etc. that showcase medical devices’ value proposition and benefits.
  • Digital campaign execution involves designing and implementing marketing campaigns that target specific segments of healthcare professionals (HCPs) or patients using digital tools such as CRM systems, marketing automation platforms, SEO/SEM techniques, etc.
  • Digital analytics involves measuring and evaluating the performance and impact of digital marketing activities using data-driven methods such as web analytics, customer feedback surveys, ROI calculations, etc.

Digital consulting is a vital component of digital marketing for medical devices and should be a first step. It helps MedTech companies to:

  • Define their vision and goals for digital transformation
  • Assess their current capabilities and gaps
  • Develop a roadmap and action plan for implementing digital solutions
  • Align their organization and culture with digital best practices

Digital marketing of medical devices in comparison to pharmaceuticals

Digital marketing for Medical Devices in many aspects is similar to the pharmaceutical industry, however, there are significant differences.

What are the similarities between MedTech and Pharma digital marketing?

  • Both Pharma and MedTech use digital tools to inform and influence HCPs and patients about their products and services.
  • Both industries rely on data and analytics to measure and optimize their digital marketing activities.
  • Medical Devices face regulatory challenges and compliance issues when engaging with their audiences online that are similar to those in pharmaceuticals.

The key differences between Pharma and Medical Devices digital marketing are that:

  • Medtech companies tend to have more complex products that require more technical expertise and demonstration than pharma companies.
  • Medtech companies have a wider range of stakeholders to consider, such as hospital administrators, payers, distributors, etc. than pharma companies.
  • Medtech companies have more opportunities to leverage digital health and digital therapeutics (DTx), such as connected devices, apps, sensors, etc. that can enhance their value proposition and customer experience than pharma companies

Outsourcing digital marketing services in the MedTech industry

Medical device companies may look for different services or support when deciding to outsource digital marketing, depending on their needs and goals.

Some possible services or support are:

  • Quality assurance: ensuring that the digital marketing activities comply with regulatory standards and best practices.
  • Content production and management: producing digital content or products such as websites, apps, videos, etc. that showcase the features and benefits of medical devices.
  • E-commerce: setting up and managing online platforms that allow customers to order and purchase medical devices easily and securely.
  • Virtual sales channels: creating and maintaining digital tools that enable sales reps to communicate and demonstrate medical devices to HCPs remotely.
  • Data analytics: collecting and analyzing data from digital marketing activities to measure performance, optimize campaigns, and generate insights

Generally, smaller MedTech companies may need more comprehensive and flexible services and support than larger companies, as they may have less experience and capacity for digital marketing. Larger companies may need more specialized and customized support than smaller companies, as they may have more complex and diverse needs for digital marketing.

Some possible factors that influence digital marketing service requirements are:

  • The type and complexity of medical devices that the company produces or sells.
  • The level of expertise and resources that the company has internally for digital marketing.
  • The scope and scale of digital marketing activities that the company wants to undertake.
  • The budget and timeline that the company has for digital marketing outsourcing.

The skillset of MedTech digital marketer

Some of the skills of a digital marketing expert from pharma are transferrable to provide medical device digital marketing services too. For example, both sectors require:

  • Knowledge of regulatory requirements and compliance standards.
  • Ability to create engaging and informative content for different audiences and channels.
  • Proficiency in using various digital tools and platforms to design, execute, and measure campaigns.

However, there are also some differences between pharma and medical device digital marketing that may require additional skills or adaptation. The key differences are that:

  • Medical device customers have different expectations and needs than pharma customers. They may be more interested in product features, benefits, demonstrations, or testimonials than in disease mechanisms or outcomes.
  • Medical devices are more diverse and complex than drugs. They can range from tissue grafts to prostheses to digital devices and apps. They may also have different modes of action, indications, or usage scenarios.
  • Medical devices may have shorter product life cycles than drugs. They may face more competition or innovation from other players in the market. They may also require more frequent updates or upgrades.

Therefore, a digital marketing expert to excel in the Medical Devices industry may need to understand the nuances of device marketing and how to tailor their strategies accordingly. MedTech digital marketing specialist has to learn about the specific types of devices they are marketing and how they work, who they serve, and what value they offer. Finally, digital marketer in MedTech industry has to be flexible and agile in responding to changing market conditions and customer feedback.

Regulatory requirements for medical device digital marketing

Regulatory requirements for medical device digital marketing vary depending on the type of device, the market, and the channel. Some of the general requirements are:

  • Medical device digital marketing must be truthful, accurate, and not misleading.
  • Medical device digital marketing must comply with the relevant laws and regulations of each country or region where they operate.
  • Medical device digital marketing must respect the data privacy and security of customers and users.

Some examples of specific regulatory requirements for medical device digital marketing are:

  • The Medical Devices Regulation (MDR) applies since 26 May 2021 in the European Union. It sets out new rules for placing medical devices on the market, including requirements for clinical evidence, post-market surveillance, labeling, and advertising.
  • The In Vitro Diagnostic Devices Regulation (IVDR) applies since 26 May 2022 in the European Union. It replaces Directive 98/79/EC and introduces new classification rules, conformity assessment procedures, performance evaluation requirements, etc. for in vitro diagnostic devices.
  • The Food and Drug Administration (FDA) provides guidance documents with digital health content for medical device manufacturers in the United States. They cover topics such as software as a medical device, mobile medical applications, clinical decision support software, cybersecurity, artificial intelligence/machine learning, etc.
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Digital Health

Germany leading in DTx reimbursement with 42 DiGA-approved apps

With four more Digital Therapeutics (DTx) added in January, Germany is a leader in reimbursing of prescribed digital health applications. The DiGA directory lists now 42 digital therapeutics available to be prescribed and reimbursed for German patients.

It has been almost two years since we have been discussing the approval of Deprexis, the 11th DiGA-approved digital therapeutics. The pace of the German regulator, the Federal Institute for Drugs and Medical Devices (BfArM) increased dramatically.

BfArM has so far received 165 applications. By the 22nd of February 2023, there were 43 positive decisions. Sixteen DTx are DiGA-approved permanently, 27 are approved provisionally (gathering additional RWE), and five were removed from the directory (two of them on developer request).

BfArM - DiGA assessment of digital therapeutics results
BfArM – DiGA assessment of digital therapeutics results

How to get a digital health application (DiGA) in Germany?

  1. Arrange a doctor’s appointment

    It is best to let your doctor advise you on your desired DiGA DTx.

  2. Get a prescription

    You get a red prescription. If you do not receive one, the health insurance company can also pay for the DiGA without a prescription.

  3. Submit

    Submit the prescription to your health insurance company (Krankenkasse). This can be done online. If in doubt, contact customer service.

  4. Receive code

    Your cash register will send you an activation code for three months (90 days) of DiGA usage. After that, you will need to submit a prescription again.

  5. Download the app

    Download the app to your mobile phone. Every DiGA is available in the google play store or app store. Some can also be used via browser.

  6. Enter code

    Where exactly you have to enter the code in the app depends on the DiGA. However, the application should query for the code itself.

Categories
MedTech

What is MedTech all about?

You can read a lot about MedTech. There are websites (like disrupting healthcare), news resources, and companies focused on one thing. MedTech. But what is MedTech? What does a MedTech company do? Is Medtech in a hospital or can you have it at home, on your wrist, or inside your body?

To make your journey into the world of MedTech easier, let’s discuss basic facts about MedTech.

Photo by Natanael Melchor on Unsplash

What is MedTech?

It is just an ugly abbreviation. MedTech stands for medical technology. And as you can guess there are very many technologies in the medical sector.

What are medical technologies?

MedTech is a very wide subject, but it can be categorized into three categories.

  1. Medical Devices
  2. In-vitro Diagnostics (IVDs)
  3. Digital Health Solutions  and Digital Therapeutics (DTx)

What are Medical Devices?

Photo by Myriam Zilles on Unsplash

Medical Devices is yet another very wide term in the MedTech world. It covers any product, service, or solution used to prevent, diagnose, monitor, or treat people. As you can now understand, it can be literally anything, an instrument, appliance, software, implant, reagent, material, or even a service for processing some vital data. Under Medical Devices, you will find all known gadgets of the medical profession, syringes, needles, stethoscopes, big machines to perform X-Ray or MRI, or the special chair in your dentist. Wheelchairs and canes, and hospital beds are also medical devices. And of course, everything that can be put on or in your body in medical procedure – sensors, cardiac pacemakers, and so on.

To become a Medical Device and be used in a healthcare setting, an object or service has to meet certain regulations to ensure its safety and reliability.

What is In Vitro Diagnostics?

Photo by Testalize.me on Unsplash

In vitro means literally in the glass. In vitro diagnostics (IVD) is any diagnostic procedure taken outside of the patient body. It is a non-invasive test made on a sample taken from your body, used to determine the status of a patient’s health. The sample can be blood, urine, tissue, or saliva. COVID-19 tests are IVDs. IVD never comes into direct contact with a person, they provide information based on scientific measurement of the sample. IVDs are not used for treatment, they are supposed to inform patients and healthcare professionals to make decisions.

What is Digital Health?

Photo by Luke Chesser on Unsplash

Digital Health covers all tools and services that combine information and communication technologies in prevention, diagnosis, and treatment. Digital Health plays an increasingly important role in healthcare. It allows for gathering and analyzing health data on an unprecedented scale, allowing scientists to discover patterns and insights. Digital Health speeds up and facilitates research and development of new therapies. It also allows remote monitoring of vital signs, early prevention and diagnosis, and at-home or ambulatory treatment. Finally, there are specific Digital Health solutions called Digital Therapeutics (DTx). Digital Therapeutics is usually Software as Medical Device – or in layman’s terms software application, that can be prescribed and used as medicine. There are more and more such DTx available, we have been covering examples such as Deprexis and NOCD.

What is MedTech – summary


Now, you know what is MedTech! It is any technology that is used in healthcare. MedTech covers Medical Devices, In vitro Diagnostics and Digital Health Solutions. On disrupting.healthcare we discuss MedTech with a focus on Digital Health on the exciting journey to improve the health and well-being of patients around the world.  

Categories
Digital Health

NOCD receives $34M funding, investors include Cigna and Kaiser Permanente

This Series B round of funding for the startup was led by Cigna Ventures and 7wireVentures, with participation from Longitude Capital, Kaiser Permanente Ventures, F-Prime Capital, Eight Roads Capital, and Health Enterprise Partners. It brings the total funding of NOCD to $84M.

NOCD – Company Overview

NOCD is the world’s leading provider of treatment for obsessive-compulsive disorder (OCD) and Community-Driven Therapy. Founded in 2018, the company aims to help get proper diagnosis and treatment to 180 million people suffering from OCD.

According to NOCD, it takes an average of 17 years for people with OCD to get proper treatment due to high costs and a shortage of specialists. NOCD offers Exposure and Response Prevention (ERP) therapy, the most proven OCD treatment, and partners with insurance plans to make it affordable. Inside the NOCD platform, patients can do live video sessions with a licensed ERP therapist, and get support between sessions from self-help tools and peer communities.

About NOCD. Source: Youtube

Stephen Smith – NOCD Founder and CEO

Stephen Smith – NOCD CEO. Source: LinkedIn

NOCD founder, Stephen Smith is himself an OCD patient. It is his own experience in the search for a diagnosis and effective treatment, that has driven him to start NOCD. Listen to the interview with Stephen Smith by Alex Wess from The Pulse by Wharton Digital Health below:

NOCD – Results so far

According to the research data, the Virtual ERP at NOCD Therapy has demonstrated clinically significant outcomes, including a 35% reduction in OCD symptom severity and an over 40% reduction in anxiety, stress, and depression symptoms.

NOCD has been successful in its coverage expansion, it is now available in all 50 States of USA and in the United Kingdom. In the US it is working with main insurance plans. The company assesses, that 2 of 3 US patients would have the service covered.

NOCD has over 300 ERP therapists and is providing more than 20,000 virtual therapy sessions per month. It also offers access to the largest online OCD community with over 100,000 community member engagements per month.

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Digital Health

Meet Troy Tazbaz, a new director of the FDA Digital Health CoE

Troy Tazbaz Linkedin profile. Source: Linkedin

Troy Tazbaz has been appointed as a Director of the Digital Health Center of Excellence at the FDA. Mr. Tazbaz combines a long career in IT with long and personal involvement in healthcare.

Most media outlets focus on Mr. Tazbaz’s recent career as a cloud infrastructure at Oracle and earlier at social software Ning. For us, however, the most important is his voluntary and very personal engagement in patient care, especially in Hematology and Oncology.

Since 2010 Troy Tazbaz has been involved in campaigning for The Leukemia & Lymphoma Society, a Patient Advocacy Group, and the largest nonprofit dedicated to fighting blood cancer. Since 1949, the LLS has donated over $1.6 billion to support research on leukemia, lymphoma, Hodgkin’s disease, and myeloma.

Mr. Tazbaz has very personal experience in oncology treatment and care. He was supporting his wife, Brynn Fowler in her patient journey as documented on her blog, The Millenial with Cancer. Mrs. Fowler was diagnosed with Stage IV Colon Cancer at the age 37. Now, after Mrs. Fowler has passed away, the website is still maintained by Mr. Tazbaz as The Continuum Diaries.

FDA DHCoE Infographics. Source: FDA.gov

FDA Digital Health Center of Excellence is part of the Center for Devices and Radiological Health (CDRH). It is responsible for envisioning a future of safe and effective healthcare delivery with a focus on advancing public health goals with the use of technology. It performs technology evaluation, policy development, and strategic partnerships, as well as maintains a network of Digital Health experts.



Categories
Digital Health

Artificial Intelligence and Machine Learning (AI/ML) in Medical Devices

Do you know that FDA already approved 521 Artificial Intelligence and Machine Learning (AI/ML)-Enabled Medical Devices?  

PAPNET. The failure of the pioneering AI/ML-enabled test.

Five hundred apps may not surprise you in January 2023, given the noise around Open AI and its GPTChat. However, the first such device, PAPNET Testing System, was approved over 28 years ago. In 1995, the year of Johnny Mnemonic and Ghost in the Shell movies!

Fig.1 Neural net-based (PAPNET, Neuromedical Systems, Suffern, NY) display of squamous cells (Papanicolaou stain) from a balloon smear showing effects of radiotherapy. Marked cell enlargement and vacuolization of cytoplasm are easily recognized.
Source: Koss, Leopold & Morgenstern, Nora & Tahir-Kheli, Naveed & Suhrland, Mark & Schreiber, Katie & Greenebaum, Ellen. (1998). Evaluation of Esophageal Cytology Using a Neural Net–Based Interactive Scanning System (the PAPNET System): Its Possible Role in Screening for Esophageal and Gastric Carcinoma. American journal of clinical pathology. 109. 549-57. 10.1093/ajcp/109.5.549.

PAPNET was using a neural network to analyze and interpret cytology from Pap smears. While this early system generated a lot of interest and Google Scholar lists 217 peer-reviewed articles on PAPNET results, the business side of it was not that great. The cost-effectiveness of the system in comparison to manual screening by cytotechnician was not there. Neuromedical Systems Inc, the company behind PAPNET went bust in 1999, and now its intellectual property is a part of Becton, Dickinson and Company portfolio.

List of FDA-approved Artificial Intelligence and Machine Learning (AI/ML)-Enabled Medical Devices

If you look at the list of approved AI/ML-enabled medical devices, you will notice that the vast majority (392 medical devices, 75% of the whole) are for Radiology. Cardiovascular (57,11%), Hematology (15, 3%), and Neurology (14, 3%) are the remaining three significant categories.

Fig. 2: Split of approved AI/ML-enabled medical devices by Specialty Panel.
Source: FDA.gov, graphics by disrupting.healthcare

There are only 15 companies that have more than five AI/ML-enabled medical devices approved. Five of those companies are actually subsidiaries of GE, which in total owns 42 AI/ML-enabled medical devices. Then there is Siemens with 27 devices, Canon with 15, Aidoc Medical with 13, and Zebra Medical Vision with 9 devices. Philips, which also submitted its devices via different subsidiaries has in total 10 approved AI-enabled devices

Table 1. Companies with over 5 approved AI/ML-enabled medical devices
CompanyAI/ML-enabled medical devices
GE Medical Systems42
Siemens Healthineers27
Canon17
Aidoc Medical13
Philips Healthcare10
Zebra Medical Vision9
Quantib BV6
Arterys Inc.5
Clarius Mobile Health Corp.5
HeartFlow, Inc.5
RaySearch Laboratories AB5
Viz.ai, Inc.5
Source: FDA.gov, disrupting.healthcare

The future of AI-enabled and data-driven MedTech

The market for Artificial Intelligence / Machine Learning – enabled Medical Devices seems to be poised for growth. At a recent HLTH 2022 conference in Las Vegas, Michelle Wu, CEO of NyquistData, a company offering an AI-supported intelligence platform dedicated to MedTech companies discusses the advantages of using AI to unlock the potential of unstructured data from medical devices.

Leveraging Artificial Intelligence, Data to Improve Medical Devices
Source: Xtelligent Healthcare Media

Cleerly. An example of an AI-enabled medical device for a heart-attack-free future.

A good example of upcoming Artificial Intelligence / Machine Learning – enabled Medical Device may be Cleerly. The startup has raised $279 million from investors including Fidelity, T. Rowe Price, Novartis and Peter Thiel.

Founded by cardiologist James Min, former professor at Weill Cornell Medical College and director of the Dalio Institute of Cardiovascular Imaging at New York-Presbyterian, Cleerly uses AI to improve diagnostics cutting down on the time it takes to flag patients at risk.

Its proprietary AI algorithms analyze CCTA images to generate a 3D model of patients’ coronary arteries, identify their lumen (the cavity or channel within a tube or tubular organ such as a blood vessel) and vessel walls, locate and quantify stenoses, as well as identify, quantify and categorize plaque.

Source: Cleerly
Categories
Digital Health

Digital Health unicorns 2020. Meet the most valuable HealthTech exits of 2020.

In 2020 Covid-19 pandemic focused humanity’s attention on healthcare and HealthTech. According to CB Report, 2020 was the year when a record number of seven digital health companies have achieved the status of unicorns. 

The truth is not that exciting, as CB Report included two companies that are not digital health. Those are Gan & Lee (insulin manufacturer from China, recently wandering into oncology with a new CDK 4/6 inhibitor) and German CureVac, known for its breakthrough achievements in RNA vaccine technology. 

While both are interesting for other reasons, we shall focus on the five digital health companies valued above one billion dollars. Who are those unicorns of 2020?

1. GoodRx; Valuation $12.7 billion

GoodRx logo – Digital Health unicorn valued at $12.7bn

GoodRx, headquartered in Santa Monica, CA collects drug prices from pharmacies across the U.S. and helps users find the cheapest option for the medication they’re seeking. Its founders are Doug Hirsch (one of the first Yahoo! employees, later VP of Product at Facebook). Scott Marlette (who developed Facebook Photos) and Trevor Bezdek (founder of Tryrarc, an IT services and consultancy provider working with Anthem/BlueCross). It has been Doug’s personal experience of searching after the most affordable medicine, that has inspired GoodRx.

Source: GoodRx presentation.

GoodRx had a very successful IPO and is profitable. However, it is facing competition from Amazon’s PrimeRx. When in November 2020 Amazon announced its offering, shares of GoodRx felt 23%. Another shock came in March 2021, when GoodRx presented its 2020 results with $551M revenue (42% growth YoY), but also an unexpected $230M net loss (in comparison to $63M net income in 2019).

I remain optimistic about GoodRx future, as it has maintained the growth of its user base and the service it is offering is helping US-based patients to save money while adhering to prescribed treatment.

See GoodRx investor presentation

2. Grail: $8 billion 

Grail logo. Grail is Digital Health Unicorn exit valued at $8bn

Grail, based in Menlo Park, CA, is a company specialized in blood tests. Its main product, called the Galleri test, is able to detect more than 50 types of cancer from one blood sample. It allows for early detection of the disease, which highly improves chances for successful treatment. The idea behind the test is a combination of Machine Learning and insights gathered from the Human Genome Project. The commercialization of the Galleri test is expected this year.

Source: Grail press kit. Galleri is the multi-cancer early detection blood test kit.


Grail has started in 2016 as a spin-off from Illumina, supposed to focus on liquid biopsy. It has raised above $2bn from investors including Jeff Bezos and Bill Gates. Illumina has kept a stake in the company, and in September 2021 re-acquired Grail for $8bn.

3. One Medical: $1.7 billion

One Medical logo. One Medical is a HealthTech unicorn valued at 1.7 billion dollars

One Medical is a membership-based digital platform for primary care service. The focus is on a seamless patient experience. One Medical offers telemedicine, online appointments for same-day or next-day, on-site labs. One Medical work in 12 U.S. markets, is available in DTC model and as an employee health benefit.

Founded by Tom X. Lee (who founded also a mobile clinical reference app Epocrates), the company went public in January 2020, raising $245M with a valuation of $1.7bn. One Medical is not profitable yet, reporting a $14M loss for 2020, however, its revenues and user-base are rising.

See One Medical Q4 2020 report.

4. Hims & Hers $1.6 billion

HIMS is a Digital Health unicorn valued at $1.6bn

Hims & Hers is a wellness brand operating digital pharmacy and telehealth platform. It has been started by Andrew Dudum and Jack Abraham via their VC Atomic. The initial offering o the company was around men’s health, in particular hair loss and erectile dysfunction, and it has been a tremendous success with $1M sales in the first week.

Source: HIMS website.

The company quickly grew with “hers” offering for women, and expansion into other therapeutic areas (primary care, mental health, dermatology). Hims & Hers includes its own EHR, and is targeting uninsured Millenials and Gen-Z patients with subscription plan priced at 20$ monthly.

The company went public in Jan 2021 raising $280M at the valuation of $1.6bn. While Hims & Hers is not profitable (estimated adj. EBITDA -$20M), its revenues are growing fast. 

See Hims & Hers investor presentation

5. Butterfly Network: $1.5 billion

Butterfly Network is a digital health unicorn valued at 1.5bn

Butterfly Network is working on a portable ultrasound medical imaging device. If successful it will decrease the cost and enable 3D imaging in remote areas, at home, or in an emergency setting with a Butterfly device and a smartphone.

The company is founded by Dr. Jonathan M. Rothberg, inventor of over 100 patents, mostly known for his work on next-gen DNA sequencing. As the company was heading towards IPO, it has also appointed a new CEO, Todd Fruchterman, former president of medical solutions at 3M.

Butterfly network went public via a merger with SPAC, at the valuation of $1.5bn. It has so far netted a $540M investment and it estimates to bring revenue of $78m in 2021.

See Butterfly Network Investor presentation

Categories
Digital Health

Deprexis DiGA approved! 11th Digital Therapeutics (DTx) reimbursed in Germany

Deprexis – Digital therapeutics (DTx) for depression has received DiGA fast-track approval for DTx prescription and reimbursement in Germany.

The innovative DiGA process allows for fast-track approval of digital therapeutics and is the first such program in the world. It was created by the 2019 Digital Healthcare Act and allows apps to be prescribed by doctors while costs will be reimbursed through German statutory health insurance. 

The federal regulator, BfArM, manages DiGA. To get through DiGA, there are certain conditions:

  • Safety and Suitability for Use confirmed by CE certification as a medical product in the lowest-risk classes
  • Data Protection Conformity to data protection legislation (EU-wide GDPR and German Federal Data Protection Act (BDSG)) 
  • Information security Assessment is based on the recommendations of the German Federal Office for Information Security (BSI) and specific parts of  IT-Grundschutz (ITbasic data protection) catalogs designated for healthcare apps. 
  • Interoperability Related to German central IT standards directory available via online platform vesta, managed by gematik
  • Availability of preliminary data on the health benefits provided. Data must show that patient-relevant endpoints, in particular morbidity, mortality, or quality of life, are positively influenced.

Check out the full guide for DiGA here.

Results of DTx DiGA assessment as of June 2022. Source: BfArM.

At the time of writing this, there were 59 applications for DiGA listing, 40 for provisional listing, and 19 for the final listing. So far BfArM has approved 11 applications and rejected one. 25 applications have been withdrawn. In theory, the full approval process should take three months.

Deprexis, the 11th DiGA-approved application is interesting on its own. The manufacturer of the app is GAIA Group, an offspring of Airbus which builds its products on a proprietary AI platform called broca.

Deprexis, Digital Therapeutics (DTx) for depression. Source: GAIA Group AG


The focus here is clearly not on UX, but on medical benefits. Deprexis may not have the nicest UX, but is a proper DTx providing a three-month-long highly individualized Cognitive Behavioral Therapy support program for patients with depression. Application is able to perform a dialogue with the patient, learning from the input on the way. It contains 10 content modules and is available online via desktop and mobile app interface. 

Deprexis is backed by clinical data from at least nine studies, one of which had a sample of 3,800 patients, which does not sound much in pharmaceuticals, but it is a lot in DTx. While in Germany it just received reimbursement, in the US the price for treatment is $400 one-time payment, or $540 in three monthly installments of $135 each.

Categories
Digital Health

Big Data, AI and Coronavirus COVID-19 (NCov-2019)

Coronavirus COVID-19 (NCov-2019) has tested some of the digital health capabilities such as AI-based predicitive models and real-time big data visualization. As a positive side effect, it has also allowed public to learn about epidemiology via video games.

 

AI-based predictive models caught COVID-19 faster than us

According to the news reports, two AI-based and one human volunteer-based warning systems were first to alert humanity about the threat coming from Wuhan.

HealthMap Project Website

The first to react was the automated HealthMap system at Boston Children’s Hospital, which scans online news and social media reports for signals of spreading disease. Its warning was very quick and accurate (pneumonia cases in Wuhan) – raised at 11:12PM local time on December 30, but it did not assign significance high enough to the message.

The second report came from a human. Marjorie Pollack from the Program for Monitoring Emerging Diseases (ProMed)  has based on similar social media reports received about 4 hours before the HealthMap warning. ProMed team’s analysis was more detailed than the first warning from AI but came about half an hour later.

BlueDot Explorer (screenshot from the website)

The third and most publicized report came from another AI-based model called BlueDot. BlueDot first became aware of the pneumonia cases in Wuhan on December 31st, and in addition to notifying their clients and government stakeholders directly, they publicly released their findings in the Journal of Travel Medicine on January 14th. While it was not truly the fastest, it is worth hearing how Kamran Khan, a Canadian MD, and founder of BlueDot explains the process behind.

Big Data Visualization to track Coronavirus COVID-19 (NCov-2019)

Dashboards showing the number of infected people, geographical spread and trends of the disease are useful to HCPs but also journalists and the public. This use case, although unfortunate, shows how important it is to be able to see and not only read data.

coronavirus covid19 dashboard
Screenshot of the COVID-19 dashboard by Johns Hopkins CSSE

The first and most known dashboard came from the team at Johns Hopkins University. The dashboard, first shared publicly on Jan 22, illustrates the location and number of confirmed COVID-19 cases, deaths, and recoveries for all affected countries. It has been accompanied by an article in The Lancet.

Currently, there are multiple dashboards showing diverse aspects of the epidemic of COVID-19. The list of dashboards with working links can be found at ESRI website.

Coronavirus virally spreads a game for people want to know

Due to the virus business slows down. Except for Ndemic Creations, a studio that in 2012 developed Plague Inc. A game that simulates a viral epidemic.

Plague Inc. is a game, but it is based on science and realistically shows the spread of viral infections amongst the human population. In the game, the player is supposed to infect all humans before the cure is available. It is so successful in teaching about epidemiology, that it has been endorsed by the CDC. During the COVID-19 outbreak, it has reached the top of charts on the Apple Store. According to its developers, similar peaks in popularity have accompanied the Ebola outbreak in Africa in 2014-2016.

Categories
Pharma Marketing

ACI’s Digital Marketing in Healthcare

On the 26th and 27th of October in London, I had the pleasure of participating in the ACI’s Digital Marketing in Healthcare Conference. This relatively small event has gathered an unusual, interesting set of speakers and guests coming not only from the pharmaceutical industry and its vendors.

Tom Macfarlane (Accenture) speaks at ACI Digital Marketing in Healthcare Conference, London 2016


As it often happens on such occasions, I have particularly enjoyed conversations over coffee outside of the conference room. It has been a pleasure to meet and talk to:

  • Simeon Mellor [@MellorSimeon] from AstraZeneca (on digitalisation of procurement and shared services in Poland)
  • Caryn Kavovit and Linda Bew from London office of WebMD (on disease awareness campaigns and differences between US and UK market)
  • Ann-Charlotte Beckman running the Swedish Netdoktor (great stories on disease awareness campaigns for Pfizer’s Viagra)
  • Nicole Ferguson from Iq Digital Media Marketing (on content marketing in Germany and Switzerland)
  • Rob Wyer [@robwyer] from Swii.ch (on measuring and impacting behavioural changes via digital channels)
  • Yamelis Figueredo from BMS (on challenges of global versus local approach to digital marketing in pharmaceutical industry

Of course, this does not mean that presentations were not valuable. Due to Chiltern Railway’s failure I have not been able to hear highly appreciated presentation of NHS’ Head Of Digital Primary Care Development, Tracy Grainer [@tracey_grainger].
I have enjoyed a comprehensive review of digital space in healthcare by Tom Macfarlane [@tomwmacfarlane], Director and Lead of IDMP offering in Accenture Life Sciences. Tom has touched on all critical points in the current discussions on digital marketing in healthcare. Patient engagement, regulatory environment, technological advancements of EHR and IOT/QS. Very dense, highly engaging presentation.
I have been lucky to share the panel with two great speakers. Looking at their biographies one could expect them to confront each other:
A disrupting future personalised by Dr Tobias D. Gantner, CEO and Founder of HealthCare Futurist who genuinely hacks the healthcare industry to make the future happen now. Tobias gave us some feel of Steve Jobs reality distortion with his ideas such as a wifi connected baby pacifier filled with temperature and pressure sensors and enabled with paracetamol ejection device.
A traditional, sales-driven approach of Dr Graham Leask, a pharma executive with 20 years of experience in pharmaceutical sales and marketing, now a marketing strategy lecturer at Aston University in Birmingham. Well, experienced does not mean being backwards or conservative. Dr Leask has actually preached the same multichannel, measurable, digitally enabled approach to marketing as offered by the author of this text.
The same story has been told over again by Anders Tullgren, President of Intercontinental Markets in BMS and Carmen Chavarri running Digital for Neuroscience franchise of Shire in Spain. Uri Goren from Teva has opened an interesting topic of using digital channels to crowdsource healthcare solutions with patient advocacy groups.
I have left ACI’s Digital Marketing in Healthcare Conference feeling that the industry as a whole has finally embraced digital channels. Whether it is Chloe Wates‘ selection of speakers or just a reality of today? What are your thoughts?