# disrupting.healthcare > Disrupting.Healthcare delivers expert insights on MedTech innovation, digital health, and medical device commercialization in Europe. Curated by Piotr Wrzosinski, a leader in omnichannel strategy and life sciences marketing, --- ## Pages - [Scaling MedTech: From Product to Market](https://disrupting.healthcare/scaling-medtech-from-product-to-market/): Welcome to our 5-part series on how to take your MedTech innovation from prototype to market-ready — and reimbursed. This... - [About](https://disrupting.healthcare/about/): Disrupting. Healthcare is an independent publication focused on the future of health technology, with a particular emphasis on MedTech, digital... - [Contact](https://disrupting.healthcare/contact/) - [Sample Page](https://disrupting.healthcare/sample-page/): This is an example page. It’s different from a blog post because it will stay in one place and will... --- ## Posts - [Whoop vs Hilo: A Cautionary Tale of Medical Device Regulation](https://disrupting.healthcare/2025/07/29/whoop-vs-hilo-a-cautionary-tale-of-medical-device-regulation/): In July 2025, the U. S. FDA issued a warning letter to Whoop, Inc. for marketing its Blood Pressure Insights... - [Medical Device Digital Marketing: Expert Guide for 2025](https://disrupting.healthcare/2025/07/27/medical-device-digital-marketing-expert-guide-for-2025/): Digital marketing has become a cornerstone of successful go-to-market strategies in the MedTech industry. Yet, marketing medical devices presents a... - [European MedTech Innovators: Pioneering the Future of Healthcare in 2025](https://disrupting.healthcare/2025/07/14/european-medtech-innovators-pioneering-the-future-of-healthcare-in-2025/): I. Introduction: Europe’s Ascendance in MedTech Innovation The landscape of healthcare is undergoing a profound transformation, driven by relentless innovation... - [What Is MedTech? A Beginner’s Guide to Medical Technology](https://disrupting.healthcare/2025/07/10/what-is-medtech-a-beginners-guide-to-medical-technology/): The intersection of medicine and technology is rapidly transforming healthcare worldwide. If you’ve ever wondered, what is MedTech? , you’re... - [EU Digital Health Funding Landscape 2025: Where and How to Raise Capital in Europe](https://disrupting.healthcare/2025/07/10/eu-digital-health-funding-landscape-2025-where-and-how-to-raise-capital-in-europe/): With over €20 billion in public and private capital flowing into digital health ventures since 2020, the European Union has... - [The MedTech Go-to-Market Playbook (2025 Edition)](https://disrupting.healthcare/2025/07/10/the-medtech-go-to-market-playbook-2025-edition/): Breaking into healthcare is hard. Breaking into MedTech is harder — thanks to complex regulations, long sales cycles, and conservative... - [Market Access in Europe — What Founders Need to Know](https://disrupting.healthcare/2025/07/10/market-access-in-europe-what-founders-need-to-know/): Getting into the hospital is no longer the endgame. For MedTech startups in Europe, getting reimbursed — and doing so... - [Cracking Reimbursement — Value-Based Pricing for MedTech Startups](https://disrupting.healthcare/2025/07/10/cracking-reimbursement-value-based-pricing-for-medtech-startups/): Pricing in MedTech isn’t just a number — it’s your business model. In the EU, where public payers dominate and... - [Commercial Channels That Actually Work in MedTech](https://disrupting.healthcare/2025/07/10/commercial-channels-that-actually-work-in-medtech/): For MedTech startups, success hinges not only on product quality, but also on how you reach, convince, and support stakeholders.... - [Mistakes to Avoid in MedTech Commercialization (and How to Fix Them)](https://disrupting.healthcare/2025/07/10/mistakes-to-avoid-in-medtech-commercialization-and-how-to-fix-them/): Even with the right product, market, and team — many MedTech startups fail. And the reasons often come down to... - [How to Build a Medtech Unicorn in Europe: The 2025 Founders Playbook](https://disrupting.healthcare/2025/07/09/how-to-build-a-medtech-unicorn-in-europe-the-2025-founders-playbook/): Introduction: Medtech Unicorns on the Rise in Europe The medtech unicorn phenomenon is transforming healthcare in Europe. As one of... - [What Happened to 23andMe? The Rise, Fall, and Future of a Consumer Genetics Pioneer](https://disrupting.healthcare/2025/03/26/what-happened-to-23andme-the-rise-fall-and-future-of-a-consumer-genetics-pioneer/): Understanding the 23andMe Journey 23andMe was founded in 2006 by Anne Wojcicki, Linda Avey, and Paul Cusenza with a bold... - [23andMe Unveils Total Health to Become a HealthTech Company](https://disrupting.healthcare/2023/10/26/23andme-unveils-total-health-to-become-a-healtech-company/): 23andMe, renowned for ancestry tracing, steps into healthcare with “Total Health”, a service set to decode your health secrets embedded... - [Early Cancer Detection: The Promise of Protein Biomarker Analysis](https://disrupting.healthcare/2023/10/24/early-cancer-detection-the-promise-of-protein-biomarker-analysis/): Cancer detection has seen a revolutionary transformation, thanks to the emergence of a technique known as Protein Biomarker Analysis using... - [Bigfoot Medical: Pioneering Diabetes Management Solutions & Their Future Prospects](https://disrupting.healthcare/2023/04/12/bigfoot-medical-pioneering-diabetes-management-solutions-their-future-prospects/): Beginning of March 2023 Bigfoot Medical announced it has FDA clearance for the Android version of the Bigfoot Unity® Mobile... - [Pear Therapeutics: The Rise and Fall of a Digital Therapeutics Pioneer](https://disrupting.healthcare/2023/04/12/pear-therapeutics-the-rise-and-fall-of-a-digital-therapeutics-pioneer/): Pear Therapeutics, once a leader in prescription digital therapeutics (PDT or DTx), has recently filed for bankruptcy. In this blog... - [The Top 10 Medical Devices Types Revolutionizing Digital Health in 2023](https://disrupting.healthcare/2023/04/02/the-top-10-medical-devices-types-revolutionizing-digital-health-in-2023/): Digital health in 2023 continues to advance rapidly. Medical devices that utilize digital technology are becoming increasingly popular and offer... - [Digital marketing in MedTech and Pharma](https://disrupting.healthcare/2023/03/05/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... - [Germany leading in DTx reimbursement with 42 DiGA-approved apps](https://disrupting.healthcare/2023/02/26/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.... - [What is MedTech all about?](https://disrupting.healthcare/2023/02/18/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... - [NOCD receives $34M funding, investors include Cigna and Kaiser Permanente](https://disrupting.healthcare/2023/02/02/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... - [Meet Troy Tazbaz, a new director of the FDA Digital Health CoE](https://disrupting.healthcare/2023/01/31/meet-troy-tazbaz-a-new-director-of-the-fda-digital-health-coe/): Troy Tazbaz has been appointed as a Director of the Digital Health Center of Excellence at the FDA. Mr. Tazbaz... - [Artificial Intelligence and Machine Learning (AI/ML) in Medical Devices](https://disrupting.healthcare/2023/01/29/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... - [Digital Health unicorns 2020. Meet the most valuable HealthTech exits of 2020.](https://disrupting.healthcare/2021/03/12/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... - [Deprexis DiGA approved! 11th Digital Therapeutics (DTx) reimbursed in Germany](https://disrupting.healthcare/2021/03/07/deprexis-diga-approved-11th-digital-therapeutics-dtx-prescribed-and-reimbursed-in-germany/): Deprexis – Digital therapeutics (DTx) for depression has received DiGA fast-track approval for DTx prescription and reimbursement in Germany. The... - [Big Data, AI and Coronavirus COVID-19 (NCov-2019)](https://disrupting.healthcare/2020/02/26/big-data-ai-covid-19/): Coronavirus COVID-19 (NCov-2019) has tested some of the digital health capabilities such as AI-based predicitive models and real-time big data... - [ACI’s Digital Marketing in Healthcare](https://disrupting.healthcare/2016/10/30/acis-digital-marketing-healthcare/): On the 26th and 27th of October in London, I had the pleasure of participating in the ACI’s Digital Marketing... - [(Not) The Best Pharmaceutical Ads - Lions Healthcare 2016](https://disrupting.healthcare/2016/06/20/not-best-pharmaceutical-ads-lions-healthcare-2016/): Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners. As every year, what they... - [MoovCare - a clinically proven mHealth app in lung cancer treatment](https://disrupting.healthcare/2016/06/08/moovcare-clinically-proven-mhealth-app-lung-cancer-treatment/): MoovCare, a mHealth app to help patients with lung cancer presented at the annual American Society of Clinical Oncology (ASCO)... - [Super Bowl 2016 Ads Cry for Total Ban of DTC Pharma Marketing](https://disrupting.healthcare/2016/02/09/super-bowl-2016-pharma-ads-cry-for-ban-of-dtc/): 2016 Super Bowl ads by pharmaceutical companies are perfect examples why DTC should be banned. Every year NFL championship game... - [Interactive Outdoor Ad to Detect Flu in Poland for GSK](https://disrupting.healthcare/2016/02/08/interactive-outdoor-ad-to-detect-flu-in-poland/): GSK’s OTC product Theraflu has launched a really hot campaign in cold Poland. During the flu season agency has placed... - [Internet of Things in Healthcare and Pharma](https://disrupting.healthcare/2015/07/20/internet-of-things-in-healthcare-and-pharma/): Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data... - [Wearables in healthcare to be promoted by NHS England. What’s next?](https://disrupting.healthcare/2015/06/21/wearables-in-healthcare-to-be-promoted-by-nhs-england-whats-next/): NHS England has announced its plans to provide free WiFi in hospitals to push for adoption of wearable technology. It... - [Traditional interaction with HCPs beats digital in impact on prescriptions?](https://disrupting.healthcare/2015/01/25/traditional-interaction-hcps-beats-digital-impact-prescriptions/): Digital marketing loses against traditional interaction with HCPs says Cegedim Strategic Data (CSD). According to the study called Global Promotions... - [Is Twitter for Pharma Banned by the FDA?](https://disrupting.healthcare/2014/07/06/fda-bans-twitter-pharma-advertising/): The recent FDA’s Office of Prescription Drug Promotion (OPDP) draft guidance on Internet/Social Media Platforms with Character Space Limitations –... - [Cannes Lions Health 2014: is pharma advertising so bad?](https://disrupting.healthcare/2014/06/15/lions-health-pharma-advertising/): Cannes Lions Health 2014 festival was supposed to be the world’s first contest of creativity in healthcare and pharma advertising.... - [Gartner Cool Vendors in Life Sciences 2014 - are they really cool?](https://disrupting.healthcare/2014/06/10/gartner-cool-vendors-life-sciences-2014-really-cool/): Gartner Cool Vendors in Life Sciences report may be a good predictor of what will be a hot topic in... - [Pharma digital marketing in the U.S. Spending more and wrong.](https://disrupting.healthcare/2014/06/01/pharma-digital-marketing-u-s-spending-wrong/): The US Healthcare and Pharmaceutical Industry 2014: Digital Ad Spending Forecast and Trends, a new report from eMarketer shows that... - [Text messaging in multichannel pharma marketing](https://disrupting.healthcare/2014/05/12/text-messaging-multichannel-pharma-marketing/): Multi-channel marketing strategies usually include old tactics such as telemarketing, direct mailing and printed detail aids to accompany more fancy... - [Hard Trends for Innovation in Pharma Marketing](https://disrupting.healthcare/2014/04/30/identifying-hard-trends-pharma-marketing-future-innovation/): Success in pharmaceutical industry depends on innovation. We are in the constant race with mutating microbes, viruses and cells. New... - [Do not join the Dallas Buyers Club. Expanded Access explained.](https://disrupting.healthcare/2014/03/19/dallas-buyers-club-need-anymore-expanded-access-explained/): Dallas Buyers Club is a powerful movie. Based on true story of Ron Woodroof it shows how patient has to... - [How Quantified Self, mHealth and Wearable Technology are Changing Pharma Marketing](https://disrupting.healthcare/2014/02/16/quantified-self-mhealth-wearable-technology-changing-pharma-marketing/): Quantified self, mHealth and wearable technology. While you could hear about those trends in the past, the tipping point has... - [Top 3 Key Lessons on Social Media in the Pharmaceutical Industry](https://disrupting.healthcare/2014/02/04/lessons-social-media-in-the-pharmaceutical-industry/): On 22nd and 23rd of January in London I was honored to be a speaker at the Social Media in... - [Why Pharma Marketing is Boring? Archetypes!](https://disrupting.healthcare/2014/01/20/pharma-marketing-boring-archetypes/): Pharmaceutical brands are not loved. Products of the pharma industry are saving lives every day (not to mention removing headaches... - [FDA Guidance on Social Media in Pharma: We need more of this](https://disrupting.healthcare/2014/01/14/fda-social-media-in-pharma-guidance/): Federal Drug Administration (FDA) has announced its draft guidance on Social Media in Pharma. What question does it answer and... - [Top 5 pharma marketing trends in 2014](https://disrupting.healthcare/2013/12/30/top-5-pharma-marketing-trends-2014/): Approaching end of the year experts have two options to choose. The first and a safer one is to summarize... - [Gamification in Pharma Marketing Explained with Examples](https://disrupting.healthcare/2013/12/25/gamification-in-pharma-marketing-explained-examples/): Gamification in pharma marketing is one of the hot topics of recent years. In this article you will learn what... - [Disease awareness campaign for Alzheimer Netherlands: Chocolate Christmas Bunny](https://disrupting.healthcare/2013/12/22/disease-awareness-campaign-alzheimer-netherlands-christmas-bunny/): Every December we can see plenty of ads with Santa Claus theme in the copy. One of the best this... - [Top 5 most expensive pharma marketing failures since 2010](https://disrupting.healthcare/2013/12/06/top-5-expensive-pharma-marketing-failures-since-2010/): Pharma marketing costs the most when it is not compliant to the regulations. Any unlawful or improper marketing campaigns in... - [How to attract seniors into Medicare Plan? Use digital channels!](https://disrupting.healthcare/2013/12/05/attract-seniors-medicare-plan-use-digital-channels/): Digital health has no age limit. According to the recent research, seniors are keen to use digital channels to manage... - [New guidance for pharma advertising from FDA](https://disrupting.healthcare/2013/12/01/new-guidance-pharma-advertising-fda/): In the new draft of “Guidance for Industry – Product Name Placement, Size, and Prominence in Advertising and Promotional Labeling”... - [Chad Strider in Bupa's mockumentary for diseaese awareness and prevention advertising](https://disrupting.healthcare/2013/12/01/chad-strider-bupa-disease-awareness-prevention-advertising/): Chad Strider is a spoof character of mockumentary “Born To Walk” created as a core of the cardiovascular prevention campaign.... - [FDA asks 23andme to stop marketing of unapproved test and device](https://disrupting.healthcare/2013/11/26/fda-asks-23andme-stop-marketing-unapproved-test-device/): After months of negotiations, FDA finally lost patience and sends a warning letter to Google-backed 23andme, a genome testing company.... - [Abbott EPD: the first digital marketing only launch in pharma](https://disrupting.healthcare/2013/11/25/abbott-epd-first-digital-marketing-launch/): Abbott‘s Low Dose HRT brand was launched in the first in the pharmaceutical industry digital marketing only campaign. According to... - [How Affordable Care Act (Obamacare) changes pharmaceutical marketing in the U.S.?](https://disrupting.healthcare/2013/11/22/aca-obamacare-pharmaceutical-marketing-changes/): Will Affordable Care Act (Obamacare) change the pharmaceutical marketing in USA? According to Dorothy Wetzel, founder and Chief Extrovert at... - [GSK selects WPP GO Team for advertising pharma antacid brands](https://disrupting.healthcare/2013/11/20/wpps-go-team-new-agency-record-two-glaxosmithklines-gsk-top-antacid-brands/): WPP’s GO Team is the new agency-of-record for advertising of two GlaxoSmithKline’s (GSK) top antacid brands. GO – an alliance... - [[Pharma] Marketing with Meaning in Pecha Kucha format](https://disrupting.healthcare/2013/11/18/pharma-marketing-meaning-pecha-kucha-format/): Dose of Digital presents Pecha Kucha on Marketing with Meaning in relation to Pharma Marketing. Enjoy the video and slides... --- # # Detailed Content ## Pages - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/scaling-medtech-from-product-to-market/ Welcome to our 5-part series on how to take your MedTech innovation from prototype to market-ready — and reimbursed. This founder-focused guide walks you through the essential elements of MedTech commercialization in 2025 and beyond, with real-world examples, European focus, and actionable insights. Explore the full series: Post 1: The MedTech Go-to-Market Playbook (2025 Edition) How to structure a scalable GTM strategy — from direct sales to digital hybrid. Post 2: Market Access in Europe — What Founders Need to Know Breakdown of DiGA, PECAN, NHS, and other national access pathways in Europe. Post 3: Cracking Reimbursement — Value-Based Pricing for MedTech Startups Pricing models, cost-effectiveness, and payer expectations decoded. Post 4: Commercial Channels That Actually Work in MedTech Best channels for reaching HCPs and institutions — with examples from digital and device companies. Post 5: Mistakes to Avoid in MedTech Commercialization (and How to Fix Them) Learn from others' failures — and build smarter launch plans. --- - Published: 2020-02-25 - Modified: 2025-07-11 - URL: https://disrupting.healthcare/about/ Disrupting. Healthcare is an independent publication focused on the future of health technology, with a particular emphasis on MedTech, digital therapeutics, and commercial strategy in the European life sciences sector. It covers the intersection of innovation, policy, commercialization, and clinical adoption — offering data-driven insights for founders, investors, and industry insiders. This platform exists to demystify complex healthcare innovation by highlighting what works, what doesn’t, and where the industry is heading — without jargon, hype, or corporate fluff. Editorial Policy All content is researched, written, and curated by Piotr Wrzosinski, a seasoned expert in digital health and MedTech marketing, with over two decades of experience across consulting, pharma, and medical devices. While we strive for accuracy, relevance, and actionability, all views expressed are personal and do not represent the positions of Piotr’s current or past employers. Sources: We reference public data, peer-reviewed literature, regulatory databases (e. g. , FDA, EMA), and reputable industry reports (e. g. , McKinsey, Accenture, IQVIA, Deloitte, Rock Health). The content may be enhanced and cocreated with GenAI tools, and if this is a case it is always mentioned in the article. Editorial Independence: This site does not accept sponsored content or paid placement. Content Integrity: Posts are based on verified data and practical experience. Speculative content is clearly labeled as such. Feedback & Corrections: Readers are encouraged to flag any errors or omissions via comments or e-mail. The content of this website is not a financial, legal or medical advice. --- - Published: 2019-11-14 - Modified: 2019-11-14 - URL: https://disrupting.healthcare/sample-page/ This is an example page. It's different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this: Hi there! I'm a bike messenger by day, aspiring actor by night, and this is my website. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin' caught in the rain. ) ... or something like this: The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community. As a new WordPress user, you should go to your dashboard to delete this page and create new pages for your content. Have fun! --- --- ## Posts - Published: 2025-07-29 - Modified: 2025-07-29 - URL: https://disrupting.healthcare/2025/07/29/whoop-vs-hilo-a-cautionary-tale-of-medical-device-regulation/ - Categories: MedTech - Tags: EU MDR, FDA, Hilo, medical devices, MedTech Commercialization, Whoop In July 2025, the U. S. FDA issued a warning letter to Whoop, Inc. for marketing its Blood Pressure Insights (BPI) feature without regulatory clearance. The agency concluded that Whoop’s sleep-based blood pressure estimation feature qualifies as a medical device, not a general wellness tool. This finding has implications far beyond one wearable band. Whoop's case highlights a growing issue in the digital health space: where exactly is the boundary between consumer wellness products and regulated medical devices? And what happens when that boundary is crossed? What Did the FDA Say to Whoop? According to the FDA, Whoop’s BPI function, which estimates systolic and diastolic blood pressure based on biometrics collected during sleep, is not “low risk” and is intended for medical purposes. Therefore, it cannot be marketed without appropriate FDA clearance. This runs contrary to Whoop’s claim that the feature is designed to support general wellness and self-awareness. The agency made it clear: any feature that measures or interprets physiological parameters in a way that could be used for diagnosis, monitoring, or treatment falls squarely under the medical device category — regardless of disclaimers or marketing language. Further analysis from industry sources confirms that the FDA is reinforcing a long-standing but often misunderstood principle: intended use is inferred not only from claims, but also from function and context. (Source: Mintz Legal Analysis) It is worth noting, that user reviews claim that Whoop's readings are often misleading, and it is no surprise as wrist measurement is much harder than on... --- - Published: 2025-07-27 - Modified: 2025-07-27 - URL: https://disrupting.healthcare/2025/07/27/medical-device-digital-marketing-expert-guide-for-2025/ - Categories: MedTech - Tags: Digital marketing, medical devices, medtech, MedTech Commercialization Digital marketing has become a cornerstone of successful go-to-market strategies in the MedTech industry. Yet, marketing medical devices presents a distinct set of challenges, from navigating complex regulatory environments to building trust with clinical and procurement audiences. This guide examines the unique aspects of medical device digital marketing, its evolution in 2025, and the key considerations companies operating in Europe must address to stay ahead. What Is Medical Device Digital Marketing? Medical device digital marketing refers to the use of online channels and technologies to promote medical devices to healthcare professionals, procurement stakeholders, and, when allowed, patients or caregivers. These efforts must strictly comply with applicable regulations and ethical standards while communicating value, efficacy, and safety clearly. Unlike traditional advertising, digital marketing enables real-time, measurable, and often personalized engagement across the buyer journey. From search engines to webinars and content hubs, medical device marketers use a blend of tactics to educate, influence, and convert target audiences. Key Channels in Medical Device Digital Marketing SEO and Website Optimization Your website is often the first point of contact. A well-optimized, medically accurate, and user-friendly website is foundational. Use language aligned with your intended use claims. Ensure content is accessible, fast-loading, and mobile-optimized. Implement structured data (e. g. , FAQ schema) to increase visibility in AI-driven search. Paid Media & PPC Paid campaigns can amplify reach, especially when launching a new device or entering a competitive market. Google Ads must comply with medical advertising policies and applicable national regulations. LinkedIn is commonly used... --- - Published: 2025-07-14 - Modified: 2025-07-15 - URL: https://disrupting.healthcare/2025/07/14/european-medtech-innovators-pioneering-the-future-of-healthcare-in-2025/ - Categories: Digital Health, MedTech - Tags: Digital Health, Funding, medical devices, MedTech Commercialization I. Introduction: Europe's Ascendance in MedTech Innovation The landscape of healthcare is undergoing a profound transformation, driven by relentless innovation in medical technology. At the forefront of this evolution stands the MedTech Innovator (MTI) program, globally recognized as a premier accelerator for breakthrough medical device, digital health, and diagnostic companies. Its rigorous selection process, which identifies the top 4% of nearly 1,500 global applicants, underscores the high potential of the chosen cohort. Companies participating in this program benefit from invaluable mentorship, strategic guidance, and unparalleled access to an extensive ecosystem of industry leaders, all designed to de-risk innovation and accelerate market success. Europe continues to solidify its position as a vibrant hub for MedTech innovation, with a significant presence in the 2025 MTI cohort. This robust ecosystem is fueled by world-class academic research, substantial grant programs such as Horizon Europe and the EIC Accelerator, and a burgeoning network of specialized investors and incubators. The groundbreaking technologies emerging from this region are not merely incremental advancements; they represent fundamental shifts in diagnostic and therapeutic paradigms, poised to address critical unmet medical needs across the globe. This report delves into 15 European startups from the 2025 MedTech Innovator cohort. It offers a detailed examination of their pioneering technologies, introduces the visionary leaders driving their missions, and outlines their financial journeys. These companies are actively redefining patient care, from advanced diagnostics and regenerative therapies to AI-powered insights and minimally invasive solutions. Their collective efforts illuminate a future where healthcare is more precise, accessible,... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/what-is-medtech-a-beginners-guide-to-medical-technology/ - Categories: MedTech - Tags: Digital Health, medical devices The intersection of medicine and technology is rapidly transforming healthcare worldwide. If you’ve ever wondered, what is MedTech? , you’re not alone. This beginner’s guide explores the definition, industry scope, and the latest trends shaping medical technology today. What Is MedTech? MedTech—short for medical technology—refers to the vast range of products, services, and solutions that leverage technology to diagnose, monitor, treat, and improve patient health outcomes. MedTech encompasses everything from simple tools like thermometers and bandages to complex innovations such as MRI machines, surgical robots, and AI-powered diagnostic platforms. “Medical technologies are products, services or solutions used to save and improve people's lives. ”MedTech Europe Key MedTech Categories Medical Devices: Instruments and machines used in diagnosis, treatment, or monitoring (e. g. , pacemakers, CT scanners, insulin pumps). In Vitro Diagnostics (IVD): Laboratory tests and equipment for analyzing blood, tissue, or other samples. Digital Health Solutions: Software and connected devices for remote monitoring, telehealth, and electronic health records. Implantable Devices: Artificial joints, stents, and other devices placed inside the body. Industry Scope The MedTech industry is a cornerstone of modern healthcare, serving hospitals, clinics, laboratories, and home care settings. Its scope includes: Patient Diagnostics: Tools for early and accurate disease detection (e. g. , imaging systems, point-of-care diagnostics). Therapeutic Devices: Equipment for surgical procedures, rehabilitation, and chronic disease management. Monitoring & Wearables: Devices for continuous tracking of vital signs, glucose levels, or cardiac rhythms. Connected Care: Integration of devices and data for seamless patient management and improved outcomes. MedTech is distinct from... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/eu-digital-health-funding-landscape-2025-where-and-how-to-raise-capital-in-europe/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, EU, Funding, medical devices, VC With over €20 billion in public and private capital flowing into digital health ventures since 2020, the European Union has become a strategic launchpad for healthtech founders. But where exactly does this capital come from? And what’s the smartest path for early-stage startups looking to digital health funding? This in-depth guide breaks down the EU digital health funding landscape in 2025 — covering both EU-level grants (like Horizon Europe, EU4Health, and the EIC Accelerator) and national innovation programs (from France’s Bpifrance to Germany’s HTGF). We also map out the private funding scene, spotlighting active VCs and corporate funds, and show how EU regulations like MDR and GDPR influence access to capital. Whether you’re applying for your first public grant, looking to raise a blended round, or building a scalable platform for regulated care — this guide is for you. The Big Picture: Why EU Digital Health Funding Matters in 2025 In 2024 alone, startups in Europe raised $4. 8 billion in digital health VC — a 27% YoY increase (Galen Growth). Mega-rounds like Alan (€193M), Ōura (€200M), and Flo Health ($200M) highlighted the growing maturity of the region. Public funding is also expanding. The European Commission committed over €14 billion to digital health via Horizon Europe, EU4Health, and the Digital Europe Programme. Countries like France, Germany, and the Nordics doubled down on national programs for startups, especially those focused on regulated innovation (e. g.  DTx, AI diagnostics, RPM). But with increased capital comes increased complexity: understanding how to access the... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/the-medtech-go-to-market-playbook-2025-edition/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, MedTech Commercialization Breaking into healthcare is hard. Breaking into MedTech is harder — thanks to complex regulations, long sales cycles, and conservative procurement paths. For early-stage medtech startups, choosing the right go-to-market (GTM) strategy can be the difference between scaling and stalling. This guide breaks down the GTM playbook for MedTech in 2025, with a focus on startups launching in Europe and beyond. Based on real-world cases and regulatory insights, it’s built for those bringing medical devices, diagnostics, SaMD, or digital therapeutics (DTx) to market. 1. Choosing Your Commercial Model Startups typically consider three primary go-to-market approaches: 1. Direct Sales (Field Reps, Clinical Liaisons) Best for: High-margin products requiring clinician education (e. g.  surgical robotics, diagnostics) Challenges: Expensive ramp-up, long hiring timelines, regulatory training 2. Distributor & Channel Partnerships Best for: Physical devices, CE-marked products in new geographies Challenges: Less control over brand, data access, or customer experience Example: Aidar Health used local channel partners to launch its multi-parameter diagnostic device in the EU before expanding direct. 3. Hybrid Model (Digital + Field, Centers of Excellence) Best for: DTx, connected devices, AI-enabled diagnostics Combine inbound marketing, centralized KOL outreach, virtual demos, and sales hubs Example: Kaia Health built its GTM around remote clinical onboarding + digital HCP engagement, reducing cost-per-acquisition in Germany. 2. B2B vs B2C vs B2B2C in MedTech MedTech isn’t one market — it’s multiple buyer archetypes: ModelBuyerExampleRiskB2BHospitals, GPOsSurgical robots, AI diagnosticsLong cycles, tender processesB2CPatientsWearables, chronic disease appsAcquisition cost, complianceB2B2CEmployers, insurersDTx, remote monitoringValue-based outcomes required Key takeaway: Align GTM strategy... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/market-access-in-europe-what-founders-need-to-know/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Getting into the hospital is no longer the endgame. For MedTech startups in Europe, getting reimbursed — and doing so consistently across fragmented markets — is what separates hobby projects from scalable businesses. In this second post of our series, we dive into the European market access landscape for medical devices and digital health, with a founder-focused lens on systems in Germany, France, the UK, and Nordic/CEE markets. 1. Germany: DiGA and the Fast Track for Digital Health Germany remains Europe’s most structured digital reimbursement market thanks to the DiGA Fast Track, launched in 2020 by the Federal Institute for Drugs and Medical Devices (BfArM). What qualifies: Apps or software-based interventions classified as low-risk medical devices (Class I or IIa under MDR). Who pays: Statutory health insurance (covers 73M+ Germans). Key Steps: 1. CE Marking as a medical device 2. Apply for DiGA listing (provisional or permanent) 3. Submit evidence (clinical, economic, usability) Success story: Selfapy — a digital mental health therapy platform — was listed in 2022 and now reimbursed nationally. Caution: Only 55 apps were listed as of mid-2025, with >40% later withdrawn due to insufficient evidence or pricing issues. 2. France: PECAN Pathway and Public Evaluation France doesn’t have a DiGA equivalent yet, but the new PECAN pilot launched in 2023 offers early funding for digital therapeutics. Agencies involved: - HAS (clinical evaluation) - CNAM (payer negotiations) Key routes for market access: - PECAN for DTx and AI diagnostics (pilot program) - LPPR for physical devices (Listing... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/cracking-reimbursement-value-based-pricing-for-medtech-startups/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Pricing in MedTech isn’t just a number — it’s your business model. In the EU, where public payers dominate and health systems are increasingly value-driven, getting paid requires clinical validation, health economic proof, and a clear story about long-term cost savings. This post breaks down how to approach reimbursement and pricing for MedTech startups, with examples from DTx, devices, and AI diagnostics. We focus on the frameworks that matter and what early-stage founders must do to prepare. 1. Understand What Payers Actually Buy Public and private payers (like insurers and national health services) don’t buy tech — they buy outcomes. Successful pricing strategies show how your product: - Improves health outcomes (efficacy) - Saves money (cost avoidance) - Improves workflow or capacity Tip: Frame pricing in terms of cost per QALY (quality-adjusted life year) or ROI within 12–24 months. 2. Pricing Models That Work in MedTech ModelBest forNotesOne-time saleCapital equipment, implantablesRequire large budget cyclesSubscriptionDTx, RPM, AI toolsCommon for digital health; easier for payers to adoptOutcome-basedDigital diagnostics, chronic careReimbursed only if outcome achieved; harder to negotiateBundled with servicesMonitoring devices + clinical servicesEnables multi-stakeholder value delivery Example: Kaia Health offers MSK therapy via reimbursed app + coaching in Germany, priced as monthly license. 3. EU Reimbursement Pathways to Know Germany: DiGA Pricing Startups can set their own price in the first year post-listing. After 12 months, price must be negotiated with the GKV-Spitzenverband (National Association of Statutory Health Insurance Funds). Must show comparative evidence vs standard of care. Caution: DiGA price averages... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/commercial-channels-that-actually-work-in-medtech/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization For MedTech startups, success hinges not only on product quality, but also on how you reach, convince, and support stakeholders. Whether selling to hospitals, doctors, or patients, early-stage companies must design a channel strategy that reflects the healthcare buying process — slow, risk-averse, and influence-driven. This post breaks down the most effective commercial channels in MedTech, based on what’s actually working in 2025. 1. The MedTech Sales Funnel Is Nonlinear In traditional B2B, a sales funnel moves from awareness → interest → consideration → purchase. In MedTech, it looks more like: Clinical KOL → Hospital Committee → Procurement → IT → Payer → Rollout Each stage requires a different communication style and sometimes different messengers. Sales success is more about building internal champions than pure outbound volume. Insight: On average, a hospital sale in Europe involves 5–7 decision-makers (McKinsey MedTech Commercial Benchmark). 2. Channels That Work in Early-Stage MedTech a. Key Opinion Leaders (KOLs) Clinical influencers who help validate product utility Invite early as advisors or co-authors of case studies Ideal for high-specialty tools (robotics, diagnostics, DTx) Example: Impulse Dynamics used KOLs to validate its cardiac neuromodulation tech pre-launch. b. Medical Science Liaisons (MSLs) Hybrid of sales and education Often paired with clinical trials or early access programs c. Virtual Selling Platforms Tools like Veeva Engage or Showpad support rep-driven or rep-less demos Crucial for digital products, AI tools, and DTx Statistic: 75% of HCPs in Europe now prefer hybrid or remote interactions (Accenture HCP Preferences) d. Peer-to-Peer Learning &... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/mistakes-to-avoid-in-medtech-commercialization-and-how-to-fix-them/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Even with the right product, market, and team — many MedTech startups fail. And the reasons often come down to avoidable commercialization mistakes: misjudging the buyer, skipping regulatory nuance, or assuming your tech will sell itself. This final post in the Scaling MedTech: From Product to Market series lays out the most common missteps in MedTech go-to-market and how to avoid them — with real-world examples and corrective actions. 1. Building Before Validating the Buyer Mistake: Launching development without confirming who pays, who uses, and who benefits. Too many founders build based on clinical need or innovation potential — without validating demand, budget holders, or economic value. Fix: Use the JTBD (Jobs-To-Be-Done) framework + early payer interviews to design with reimbursement in mind. 2. Relying on Pilots Without a Conversion Plan Mistake: Dozens of pilots, zero sales. Pilots are easy to get — but unless there’s a conversion path, they drain resources and confuse investors. Example: Many DTx startups in Germany listed under DiGA saw high downloads but failed to convert to revenue due to unclear therapeutic ownership. Fix: Design pilots with: - Pre-negotiated success KPIs - Budget source for scale-up - Procurement-ready documentation 3. Ignoring Procurement and IT Requirements Mistake: Gaining HCP interest, but failing at hospital onboarding. Even if clinicians love your product, procurement, legal, and IT may reject it due to data compliance, MDR classification, or lack of integration. Fix: - Include procurement in early demos - Prepare GDPR/Data Processing documentation - Get listed in hospital or... --- - Published: 2025-07-09 - Modified: 2025-07-09 - URL: https://disrupting.healthcare/2025/07/09/how-to-build-a-medtech-unicorn-in-europe-the-2025-founders-playbook/ - Categories: MedTech - Tags: medical devices Introduction: Medtech Unicorns on the Rise in Europe The medtech unicorn phenomenon is transforming healthcare in Europe. As one of the world’s largest industries—nearly 20% of U. S. GDP (about $5 trillion)—healthcare has long been ripe for disruption. Yet, medtech unicorns (startups valued at $1 billion or more) have historically represented only about 8% of all unicorns globally. This is changing rapidly: the European digital health market reached €64 billion in 2024 and is growing at over 20% CAGR, driven by medtech founders leveraging AI, digitalization, and urgent healthcare needs. Why Medtech Unicorns Are Emerging Now AI & Data Revolution: The AI healthcare market is projected to grow 40% in 2025, reaching over $208 billion by 2030. Medtech unicorns like Neko Health (Sweden) and Abridge (U. S. ) are using AI for diagnostics, workflow automation, and drug discovery. Systemic Pressures: Chronic disease, workforce shortages, and aging populations are driving demand for digital solutions and automation. Market Growth: The European digital health sector is expanding rapidly, with innovation hubs in the Netherlands, Belgium, Switzerland, and the Nordics. What Problems Do Medtech Unicorns Solve? DomainExample CompaniesProblem TackledAccess & ConvenienceDoctolib, CeraOnline booking, telehealth, elder careChronic Disease MgmtDexcom, Sword HealthWearable monitoring, remote coachingData & DiagnosticsTempus, Better MedicineGenomics, AI-driven early diagnosisWorkflow & EfficiencyAbridge, DoctolibAutomated documentation, schedulingNew Therapies & R&DInsilico MedicineAI-driven drug discovery Key Insight: Medtech unicorns in Europe address big, costly, and pervasive healthcare pain points, often reimagining processes with technology for a 10x improvement. How Do Medtech Unicorns Make Money? B2B SaaS: Selling software to hospitals, clinics, and pharma... --- - Published: 2025-03-26 - Modified: 2025-03-27 - URL: https://disrupting.healthcare/2025/03/26/what-happened-to-23andme-the-rise-fall-and-future-of-a-consumer-genetics-pioneer/ - Categories: Digital Health, MedTech - Tags: 23andMe Understanding the 23andMe Journey 23andMe was founded in 2006 by Anne Wojcicki, Linda Avey, and Paul Cusenza with a bold vision: to put the power of genetics directly into the hands of consumers. The startup pioneered the direct-to-consumer (DTC) genetic testing market, offering affordable at-home DNA test kits that could reveal ancestry roots, inherited traits, and potential health risks. The company made headlines early on with its $999 saliva-based DNA test, which later dropped to $99—making it accessible to millions. For the first time, individuals could decode their DNA without going through a doctor or lab. This democratization of genetic data made 23andMe a household name and a Silicon Valley darling. But with innovation came regulatory friction. In 2013, the U. S. Food and Drug Administration (FDA) halted the marketing of 23andMe’s health reports, citing concerns over accuracy and consumer safety. After years of negotiations, the company received FDA clearance in 2017 for specific health risk reports, such as predispositions to Parkinson’s and Alzheimer’s. The Business Model Shift 23andMe wasn’t just selling DNA kits—it was building a data-driven biotech engine. Over time, it accumulated one of the largest genomic databases in the world. This treasure trove of anonymized genetic data became a valuable asset for pharmaceutical research. Image: GSK’s 2018 partnership with 23andMe marked a major turning point for the company’s therapeutics ambitions. In 2018, 23andMe announced a high-profile partnership with GlaxoSmithKline (GSK), aiming to develop new drugs using its consumer data. The move signaled a pivot from consumer health... --- - Published: 2023-10-26 - Modified: 2023-11-17 - URL: https://disrupting.healthcare/2023/10/26/23andme-unveils-total-health-to-become-a-healtech-company/ - Categories: Digital Health - Tags: 23andMe, Digital Health, Genetic testing 23andMe, renowned for ancestry tracing, steps into healthcare with "Total Health", a service set to decode your health secrets embedded in your genes for $1,188 a year. 23andme offering. Source: 23andme This leap from mere curiosity to actionable health insights exemplifies 23andMe's ethos of evolving with scientific advancements. It also addresses earlier concerns on the misinterpretation of the data, false positives, and consumers left without healthcare professional support that the company faced in the past. 23andme TotalHealth screenshots. Source: 23andme 23andMe journey into healthcare: 2006: Founded with the aim to help people access, understand, and benefit from the human genome. 2007: Launched Personal Genome Service. 2013: FDA issues a warning letter prohibiting marketing of the Saliva Collection Kit and PGS until it received proper marketing authorization for the device 2015: FDA authorized the marketing of a Bloom Syndrome carrier test, marking a significant regulatory milestone. 2017: Expanded to offer risk reports for conditions like Parkinson's and Alzheimer's. 2021: Acquired Lemonaid Health, stepping into telehealth. 2023: Launches Total Health, transitioning into a holistic healthcare provider. Total Health, employing exome sequencing, unravels the entire protein-coding region of your DNA, spotlighting "actionable" genes. With healthcare practitioners on board, 23andMe’s endeavor isn't just to hand over a report, but to guide you through a personalized health regimen, marking a significant stride in proactive healthcare. This service, available from November seems to be a significant milestone in pivoting 23andme from scientific entertainment and curiosity, towards a proper healthcare service. --- - Published: 2023-10-24 - Modified: 2023-10-24 - URL: https://disrupting.healthcare/2023/10/24/early-cancer-detection-the-promise-of-protein-biomarker-analysis/ - Categories: MedTech - Tags: medical devices Cancer detection has seen a revolutionary transformation, thanks to the emergence of a technique known as Protein Biomarker Analysis using Proximity Ligation Assays (PLA). This novel approach is a game changer in identifying cancer at its nascent stages, improving the chances of successful treatment and recovery. But what exactly is PLA, and how does it contribute to early cancer detection? Let's delve into this promising frontier of medical technology. Understanding Protein Biomarker Analysis At its core, Protein Biomarker Analysis is about studying specific proteins - called biomarkers - that are often associated with the presence of cancer. Unlike the conventional methods which rely on identifying genetic mutations, this analysis focuses on proteins, offering a real-time glimpse into the presence of cancer. A proximity ligation assay identifies complexes (red) containing the Notch1 receptor and the heparan sulfate proteoglycan Syndecan-3 in skeletal muscle satellite cells stained for Syndecan-4 (green). Pisconti et al. show that Syndecan-3 is required for Notch1’s cleavage by the metalloproteinase ADAM17 and downstream signaling controlling satellite cell proliferation and differentiation. This image is available to the public to copy, distribute, or display under a Creative Commons Attribution-Noncommercial-Share Alike 3. 0 Unported license. Reference: Pisconti et al. (2010) J. Cell Biol. 190, 427-441. Published on: August 9, 2010. doi: 10. 1083/jcb. 201003081 Some of the innovative approaches and technologies in Protein Biomarker Analysis are: Multiplexed Proximity Ligation Assays: A high throughput protein biomarker discovery tool has been developed that utilizes multiplexed proximity ligation assays in a homogeneous format. This innovative... --- - Published: 2023-04-12 - Modified: 2023-04-12 - URL: https://disrupting.healthcare/2023/04/12/bigfoot-medical-pioneering-diabetes-management-solutions-their-future-prospects/ - Categories: Digital Health, MedTech - Tags: BigFoot, diabetes, Digital therapeutics, DTx, FDA, medical devices Beginning of March 2023 Bigfoot Medical announced it has FDA clearance for the Android version of the Bigfoot Unity® Mobile App, a necessary component of the Bigfoot Unity® Diabetes Management System. Given that 41 percent of U. S. smartphone users choose Android devices, this clearance enables expanded access to a large group of people with Type 2 diabetes. Bigfoot Unity has been compatible with iOS devices since May 2021. The medical device landscape is continuously evolving, with companies like Bigfoot Medical revolutionizing diabetes care through cutting-edge technology and artificial intelligence. In this post, we explore the history, achievements, and future prospects of Bigfoot Medical, an industry leader in diabetes management solutions. Early Days: Laying the Groundwork for Success Founded in 2014 by Jeffrey Brewer and Bryan Mazlish, Bigfoot Medical was driven by a personal connection to the challenges of diabetes management. Their goal is to create an integrated system that simplifies and enhances diabetes care using advanced technology and AI. From day one, Bigfoot Medical focused on patient-centric solutions, which has been instrumental in their success and significant progress in the diabetes care sector. Achievements: Transforming Diabetes Care with Bigfoot Unity™ Bigfoot Medical's flagship product, the Bigfoot Unity™ Diabetes Management System, is an innovative solution that combines a continuous glucose monitor (CGM), insulin pen caps, and a mobile app to provide a seamless, data-driven experience for those living with insulin-requiring diabetes. Key achievements of Bigfoot Medical include: FDA Approval: In 2021, Bigfoot Medical received FDA clearance for the Bigfoot Unity™... --- - Published: 2023-04-12 - Modified: 2023-04-12 - URL: https://disrupting.healthcare/2023/04/12/pear-therapeutics-the-rise-and-fall-of-a-digital-therapeutics-pioneer/ - Categories: Digital Health, MedTech - Tags: akili interactive, big health, click therapeutics, Digital therapeutics, DTx, omada health, PDT, pear therapeutics, voluntis Pear Therapeutics, once a leader in prescription digital therapeutics (PDT or DTx), has recently filed for bankruptcy. In this blog post, we'll explore the history of the company, its milestones, and the reasons behind its unforeseen downfall, while also shedding light on its competitors in the digital therapeutics market. Pear Therapeutics: History Established in 2013 by Dr. Corey McCann, Pear Therapeutics aspired to revolutionize the treatment of various disorders by merging the power of software and medicine. Based in Boston, Massachusetts, the company aimed to develop, manufacture, and distribute FDA-approved software applications that would work in tandem with conventional medications to enhance their effectiveness. Pear Therapeutics' Key Achievements FDA Approvals Throughout its existence, Pear Therapeutics managed to obtain three FDA approvals for its products, establishing itself as a significant player in the digital therapeutics industry: reSET (2017) - The first FDA-approved PDT, reSET is designed for treating substance use disorder. This groundbreaking achievement demonstrated that software could be clinically effective in treating patients. reSET-O (2018) - A follow-up to reSET, this PDT is aimed at helping patients with opioid use disorder as an adjunct to outpatient treatment. It includes buprenorphine and contingency management, a behavioral therapy approach. Somryst (2020) - The first FDA-approved PDT for chronic insomnia, Somryst offers cognitive behavioral therapy for insomnia (CBT-I) through a digital platform, making it more accessible for patients who might not have access to in-person therapy. Partnerships and Collaborations Throughout its journey, Pear Therapeutics partnered with several industry giants to develop and distribute... --- - Published: 2023-04-02 - Modified: 2023-04-02 - URL: https://disrupting.healthcare/2023/04/02/the-top-10-medical-devices-types-revolutionizing-digital-health-in-2023/ - Categories: Digital Health, MedTech - Tags: AI-Powered Diagnostics, Digital Health, Digital therapeutics, DTx, Glucose Monitoring, Healthcare Innovation, medical devices, Portable Ultrasound, Remote Patient Monitoring, Robotic Exoskeletons, Smart Contact Lenses, Smart Inhalers, Wearable technology, Wireless ECG Monitoring Digital health in 2023 continues to advance rapidly. Medical devices that utilize digital technology are becoming increasingly popular and offer a wide range of benefits, including improved accuracy, increased convenience, and greater efficiency. In this post, we'll take a look at the top 10 medical devices revolutionizing digital health in 2023. Smart Inhalers Smart inhalers are innovative medical devices that can help patients manage their asthma and other respiratory conditions more effectively. These devices are equipped with sensors that can track the usage of the inhaler, monitor patient symptoms, and provide feedback to help optimize treatment plans. Propeller Smart Inhaler Adherium Hailie Smart Inhaler Wearable Glucose Monitors Wearable glucose monitors are becoming increasingly popular for individuals with diabetes. These devices provide continuous monitoring of blood glucose levels and can alert the wearer when their levels are too high or too low, allowing for more timely and effective management of the condition. Dexcom CGM System Abbott FreeStyle Libre Ascensia CGM Eversense Remote Patient Monitoring Systems Remote patient monitoring systems enable healthcare providers to monitor patients remotely, reducing the need for in-person visits and improving patient outcomes. These systems typically involve wearable devices that can track vital signs, medication adherence, and other health metrics. Philips MedM Medtronic ResMed Virtual Reality Therapy Devices Virtual reality therapy devices are a new and innovative way to treat a range of mental health conditions, including anxiety and PTSD. These devices allow patients to immerse themselves in a virtual environment, providing a safe and controlled space to... --- - Published: 2023-03-05 - Modified: 2023-03-05 - URL: https://disrupting.healthcare/2023/03/05/digital-marketing-in-medtech-and-pharma/ - Categories: MedTech, Pharma Marketing - Tags: Digital marketing, FDA, medtech, pharma marketing 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... --- - Published: 2023-02-26 - Modified: 2023-02-26 - URL: https://disrupting.healthcare/2023/02/26/germany-leading-in-dtx-reimbursement-with-42-diga-approved-apps/ - Categories: Digital Health - Tags: BfArM, DiGA, Digital Health, Digital therapeutics, DTx, Germany 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 How to get a digital health application (DiGA) in Germany? Arrange a doctor's appointment It is best to let your doctor advise you on your desired DiGA DTx. 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. Submit Submit the prescription to your health insurance company (Krankenkasse). This can be done online. If in doubt, contact customer service. 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. Download the app Download the app to your mobile phone. Every DiGA is available in the google play store or... --- - Published: 2023-02-18 - Modified: 2023-02-18 - URL: https://disrupting.healthcare/2023/02/18/what-is-medtech-all-about/ - Categories: MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, medtech 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. Medical Devices In-vitro Diagnostics (IVDs) 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... --- - Published: 2023-02-02 - Modified: 2023-02-02 - URL: https://disrupting.healthcare/2023/02/02/nocd-receives-34m-funding-investors-include-cigna-and-kaiser-permanente/ - Categories: Digital Health - Tags: CNS, Digital therapeutics, DTx, Funding, OCD 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. https://youtu. be/43CizecSlbM 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: https://soundcloud. com/wharton-pulse-podcast/stephen-smith-nocd NOCD - Results so far According to the research data, the Virtual ERP at NOCD Therapy has demonstrated clinically significant outcomes, including a 35%... --- - Published: 2023-01-31 - Modified: 2023-02-02 - URL: https://disrupting.healthcare/2023/01/31/meet-troy-tazbaz-a-new-director-of-the-fda-digital-health-coe/ - Categories: Digital Health - Tags: Digital Health, FDA, medical devices, Oncology 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... --- - Published: 2023-01-29 - Modified: 2023-01-29 - URL: https://disrupting.healthcare/2023/01/29/artificial-intelligence-and-machine-learning-ai-ml-in-medical-devices/ - Categories: Digital Health - Tags: AI, Artificial Intelligence, FDA, Machine Learning, medical devices, ML 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... --- - Published: 2021-03-12 - Modified: 2021-03-12 - URL: https://disrupting.healthcare/2021/03/12/digital-health-unicorns-2020-meet-the-most-valuable-healthtech-exits-of-2020/ - Categories: Digital Health 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... --- - Published: 2021-03-07 - Modified: 2022-06-13 - URL: https://disrupting.healthcare/2021/03/07/deprexis-diga-approved-11th-digital-therapeutics-dtx-prescribed-and-reimbursed-in-germany/ - Categories: Digital Health - Tags: AI, CNS, Digital therapeutics, DTx, mobile, neuroscience 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 classesData 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 gematikAvailability 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... --- - Published: 2020-02-26 - Modified: 2020-02-27 - URL: https://disrupting.healthcare/2020/02/26/big-data-ai-covid-19/ - Categories: Digital Health - Tags: AI, Big Data, Coronavirus, COVID-19 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,... --- - Published: 2016-10-30 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/10/30/acis-digital-marketing-healthcare/ - Categories: Pharma Marketing - Tags: accenture, ACI, BMS, Conference, Janssen, k-message, NHS 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 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 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 . I have enjoyed a comprehensive review of digital space in healthcare by Tom Macfarlane , Director and Lead of IDMP offering in Accenture Life Sciences. Tom has touched on all critical points... --- - Published: 2016-06-20 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/06/20/not-best-pharmaceutical-ads-lions-healthcare-2016/ - Categories: Pharma Marketing - Tags: Cannes Lions International Advertising Festival, k-message, Pfizer, Philips Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners. As every year, what they show is that pharma advertising lacks creativity. What is more important, 2016 Lions Healthcare Pharma winners are not those most efficient in conveying the message and changing prescription behaviors. Lions Healthcare is a contest made by agencies and for agencies. Looking at the winners, but also at the shortlist of submission it is clear that agencies have no idea how to operate in regulated markets. They are creative while talking to general public, on disease awareness or about medical devices. When it comes to branded, promotional communication directed to healthcare professionals pharma marketers are on their own. Or they get offered a dead fish, which has been a winner in 2015. https://www. youtube. com/watch? v=1zIHcQNqjl0 Cannes Lions 2015 In the 2016 Lions Healthcare Awards, no agency has been able to get a prize for creativity while providing multichannel content that is fact-based and scientifically proven. Oh, well, indeed - McCann has made some disgusting posters for Pfizer's Xalatan, get the prize, and left us not impressed, again. Does it mean that advertising agencies are creative only when they can lie or stretch facts? Is it really too hard to clearly state the advantages of pharmaceutical products that extend or save lives? Somehow, hundreds of pharma marketers and thousands of sales reps are able to produce and convey such messaging every day. Is it bland? Maybe. We are still waiting for... --- - Published: 2016-06-08 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/06/08/moovcare-clinically-proven-mhealth-app-lung-cancer-treatment/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: American Society of Clinical Oncology, asco, digital pharma, k-message, lung cancer, moovcare, pharma marketing MoovCare, a mHealth app to help patients with lung cancer presented at the annual American Society of Clinical Oncology (ASCO) meeting. MoovCare tablet interface An Israeli company Sivan Innovation and the Cancer Institute of Western France are behind MoovCare - a mHealth application presented at the ASCO annual meeting in Chicago. MoovCare claims to be the first application of its kind. It allows controlling lung cancer treatment based on reports on outcomes submitted by patients via web or mobile-connected devices. It enables the early identification of relapse or complications requiring rapid and specific care. According to the clinical data from the III phase randomized study on 300 patients as presented at ASCO, this mHealth application provides direct benefit in terms of prolonged survival. The main advantage of using the app in lung cancer therapy is early detection of relapse, which is symptomatic and typical for lung cancer. This allows optimal treatment and in turn increases of survival rate among patients. An additional effect of the app is improved treatment compliance (observance of scheduled visits, lower number of inopportune phone calls, lower number of imaging). All this at a comparatively very low cost of less than 10 000 USD versus 265 000 USD per one CT-scan for Lung Cancer. How does MoovCare work? MoovCare mHealth app lung cancer Mode of Action – Sivan Innovation MoovCare is being “prescribed” to ambulatory patients. Patients are asked to fill in the web-based form each week, self-assessing 12 clinical parameters and having a free text... --- - Published: 2016-02-09 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/02/09/super-bowl-2016-pharma-ads-cry-for-ban-of-dtc/ - Categories: Pharma Marketing - Tags: AstraZeneca, Daiichi Sankyo, DTC, k-message, Super Bowl advertising, USA, Valeant 2016 Super Bowl ads by pharmaceutical companies are perfect examples why DTC should be banned. Every year NFL championship game is a show off for creative advertisement. In 2016, however, pharmaceutical companies joined the show to leave viewers in disgust. Viewers of the Super Bowl have been exposed to truly engaging stories. First, Astra Zeneca and Daiichi Sankyo shared effort: We cannot imagine how the first brief looked like, but the message of the ad is that if you take opioids and get constipation, Astra Zeneca offers prescription drug for it. The ad is supposed to be serious, socially conscious and artistic. It has been instantly ridiculed in social media. The "poo" issue is seemingly important to Pharma industry as Valeant came with yet another ad on the topic, promoting Xifaxan, an antibiotic prescribed for irritable bowel syndrome. Now it seems we are fine regardless whether it is diarrhoea or constipation. Valeant marketers could not stop themselves, and delivered another great piece. No poo involved just a fungal infection on the toenail. Hope you are not eating. Hurray, it seems we (pharma) have just solved all the most important problems of our patients with those products. At K-message we truly understand the commercial side of pharmaceutical industry. However, examples above show how badly we can end when marketers are allowed to advertise directly to consumers. Those ads are clearly directed to expand the market for products, that would otherwise not be prescribed. In case of AstraZeneca there is some value... --- - Published: 2016-02-08 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/02/08/interactive-outdoor-ad-to-detect-flu-in-poland/ - Categories: Pharma Marketing - Tags: k-message GSK's OTC product Theraflu has launched a really hot campaign in cold Poland. During the flu season agency has placed interactive outdoor city lights. Enabled with a thermometer and interactive application, ads allowed passers-by to check themselves for early flu detection. https://vimeo. com/153944383 --- - Published: 2015-07-20 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/07/20/internet-of-things-in-healthcare-and-pharma/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: adherence, CleverCap, Internet of things, IoT, k-message, MedMinder, mHealth, Novartis, Oracle, Philips, Proteus, QS, Quantified Self, telemedicine, wearables Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data in Internet of Things (IoT): Key Trends, Opportunities and Market Forecasts 2015 – 2020 report by Mind Commerce Publishing, value of Internet of Things in Healthcare will reach $117 billion by 2020. With CAGR of 15. 1%, Healthcare will be the fastest growing segment in the whole IoT market. See also: IoT in Financial Services and Banking SeaaDr. Juan Manuel Romero, a cardiologist in Sonora, Mexico, engages in a pre-op consultation with Alma Guadalupe Xoletxilva. Wikimedia Commons. Internet of Things: Definition Internet of Things (IoT), sometimes called also Internet of Everything, is a concept of enabling Internet-based connection between computing devices embedded into everyday objects. Internet of Things is already technically feasible and applied in multiple scenarios. With wider adoption, Internet of Things brings revolutionary changes to existing processes in most, if not all industries. . Video: Healthcare - The Internet of Things and Big Data Video: Internet of Everything | True Stories of the Connected: Rural Healthcare in Northern Canada Internet of Things in Healthcare and Pharma Internet of Things applications are impacting all three stages of health care: prevention, diagnosis and treatment. Wearable sensors and quantified self software embedded in smart-watches are good example of using Internet of Things in Healthcare for disease prevention and healthy lifestyle promotion. Going forward, wearable or digestible connected sensors are part of diagnosis useful especially in remote areas and in chronic conditions.... --- - Published: 2015-06-21 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/06/21/wearables-in-healthcare-to-be-promoted-by-nhs-england-whats-next/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: k-message, National Health Service (England), NHS, UK, Wearable technology, wearables NHS England has announced its plans to provide free WiFi in hospitals to push for adoption of wearable technology. It hopes that wearables can be used in clinical settings. At K-message we looked at wearable technology and quantified self impact on pharma in early 2014. Although NHS's announcement brings wearables in healthcare one step closer, there is still a lot to do. Embed from Getty Images According to the research quoted by NHS over a fifth of patients with diabetes will have experienced a largely avoidable hypoglycemic episode whilst in hospital. Wearable technology may help doctors to detect deterioration early and act without delay. NHS England hopes, that connected sensors will be used to monitor health of people with long term conditions such as diabetes, heart failure, liver disease or asthma. The information gathered by wearable technology will be uploaded directly into patients’ records through the digital health services platform. Nowadays, NHS maintains highly successful application (50 million hits per month) NHS Choices, that allows UK citizens to search and register for GP visit, book prescription and register for other services. NHS Choices provides also preliminary symptom checker, medical knowledge database and health related news promoting healthier lifestyle. From the pharmaceutical marketing perspective embracing wearables in healthcare clear opportunity. Wearable (but also ingestible and implantable) devices and sensors will provide us with valuable real world evidence. With the mass adoption of such sensors assessment of treatment efficiency and drug safety will improve on unimaginable scale. Use of wearables in healthcare... --- - Published: 2015-01-25 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/01/25/traditional-interaction-hcps-beats-digital-impact-prescriptions/ - Categories: Pharma Marketing - Tags: Cegedim, CSD, k-message Digital marketing loses against traditional interaction with HCPs says Cegedim Strategic Data (CSD). According to the study called Global Promotions Audit, traditional interactions are still much more common and more efficient in impact on prescription behavior. To be honest, such a result is completely against what we preach at K-message. Digital tactics are supposed to reach wider audience, and properly executed can change behavior efficiently. What is more, we know that efficiency of digital can be measured. CSD’s study, at the first sight, says otherwise. Why is that? CSD collects data from physicians in Top 5 EU, USA, Japan, Brazil, Russia, China, Belgium, Canada and Poland. The research is part of syndicated panel, and respondents are physicians from primary and secondary care disciplines. Obviously, digital maturity of surveyed markets differs, and CSD provides results by country. Even in the most advanced Japan, only 34% of contacts is classified as digital. For USA it is 24%, Poland 20%. Other countries have much lower proportion of digital interaction – Germany 5%, Brazil, Italy and Russia 2%, China just 1%. Digital contacts by country Cegedim Strategic Data This has to skew results. We do not know the size of the sample of German or Chinese HCPs, but even if it is 100 doctors per country, we cannot say anything relevant about impact of any factor that affected only few respondents in the group. From CSD data, we can see that in 11 of 13 markets, a predominant channel of digital interaction with HCPs... --- - Published: 2014-07-06 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/07/06/fda-bans-twitter-pharma-advertising/ - Categories: Pharma Marketing - Tags: FDA, Food and Drug Administration, Google Sitelink, k-message, Medical device, Prescription drug, Twitter, United States The recent FDA’s Office of Prescription Drug Promotion (OPDP) draft guidance on Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices effectively bans Twitter for pharma advertising. It does the same with Google Sitelink ads. K-messsage's take on the FDA's social media guidance from June 17th: 1. DO NOT use Twitter for promotional messaging about prescription drugs and medical devices 2. DO NOT use Google Sitelinks for promotional messaging about prescription drugs and medical devices 3. DO PERFORM social media monitoring to identify and engage in conversation about your prescription drugs and medical devices with misleading information on prescription drugs or medical devices 4. KEEP your Twitter presence for corporate and employer branding and for correcting misinformation K-message believes that this is not what the Agency wanted to achieve, but we strongly suggest to all risk-averse pharmaceutical companies to cease any promotional activities for prescribed drugs in both space limited channels. While the guidance includes imaginary examples of legally approved tweets and ads, in the real world it will not be possible to recreate such compliance for any of the existing products. Or at least it would cause a serious “Headhurtz” for the pharma marketing teams. Headhurtz example Draft Guidance for Industry- Internet-Social Media Platforms with Character Space Limitations FDA requires to include in the tweet both benefit and risk information, and to link from the tweet to full page with Important Safety Information, preferably using word “risk” in an... --- - Published: 2014-06-15 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/06/15/lions-health-pharma-advertising/ - Categories: Pharma Marketing - Tags: Bayer, CancerTweets, Cannes Lions International Advertising Festival, Janssen, k-message, Mind Your Meds, Sativex, Simponi Cannes Lions Health 2014 festival was supposed to be the world's first contest of creativity in healthcare and pharma advertising. Made by advertising agencies and for advertising agencies, Lions Health could not find a grand prix winner in Cannes this year. Does it prove lack of creativity, or rather that the whole concept of advertising in the healthcare industry is wrong? No grand prix of Cannes Lions Health 2014 was awarded. A Jury made only from the advertising agencies, focus on vague "creativity" and not measurable effects or validity of choice. From K-message perspective it is all failed, with the only exception of a Grand Prix for Good award given to Colombian League Against Cancer for its Cancer Tweets campaign. Cancer Tweets Brand: LEAGUE AGAINST CANCER - BOGOTA Agency: LEO BURNETT COLOMBIANA, COLOMBIA Target: Disease Awareness Social Media Campaign Credits: Name Company Position Fernando Hernandez Leo Burnett Colombiana General Creative Director Mauricio Sarmiento Leo Burnett Colombiana General Creative Director Carlos Oviedo Leo Burnett Colombiana Creative Director Alexis Ospina Leo Burnett Colombiana Creative Director Rafael Reina Leo Burnett Colombiana Creative Director Andres Salamanca Leo Burnett Colombiana Copywriter Alexis Ospina Leo Burnett Colombiana Copywriter Andres Lopez Leo Burnett Colombiana Art Director Rafael Reina Leo Burnett Colombiana Art Director Julian Velez Leo Burnett Colombiana Art Director Alejandra Melo Leo Burnett Colombiana Community Manager Camilo Mendivelso Leo Burnett Colombiana Community Manager Camilo Torres Leo Burnett Colombiana Community Manager Cesar Peralta Leo Burnett Colombiana Community Manager Carlos Leguizamon Leo Burnett Colombiana Community Manager Carlos Oviedo... --- - Published: 2014-06-10 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/06/10/gartner-cool-vendors-life-sciences-2014-really-cool/ - Categories: Pharma Marketing - Tags: Agnitio, Blueprint Clinical, Cegedim, Clinical Research, Gartner, Gartner Cool Vendor, k-message, Life Science, Liquid Grids, Ontoforce, Pitcher, Scigilian, Veeva Gartner Cool Vendors in Life Sciences report may be a good predictor of what will be a hot topic in pharma. But what Gartner Cool Vendors in Life Sciences 2014 really do? Is it really worth to jump the bandwagon right away? Why Gartner Cool Vendors in Life Sciences and similar reports are important? The mode of action is simple, consultants from Gartner and other agencies are basing on similar rankings with their sales pitches. As Richard Meyer points out, pharma marketing insiders are not the best breed. If the sales pitch sounds good and has a supporting proof in an expensive research report, your average pharma marketer will swallow it like a hungry pelican. In the effect, any company mentioned by big consultancy has a chance to gain market and its product may be listed as a rising trend for the year to come. Regardless of the value generated for business. While you look into the Gartner Cool Vendors 2014 list, you may guess what it will be about this time. Gartner Cool Vendors in Life Sciences 2014 Blueprint Clinical Blueprint Clinical Blueprint Clinical is an U. S. -based monitoring technology company founded in 2012. It’s team has a profound experience in healthcare, and especially in clinical trials. Courtney McBean, CEO of Blueprint Clinical, has over 15 years of experience in research and medical devices business. The main product of Blueprint Clinical is web-based product called Blueprint Compass for risk-based statistical monitoring of the study performance. It provides real-time... --- - Published: 2014-06-01 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/06/01/pharma-digital-marketing-u-s-spending-wrong/ - Categories: Pharma Marketing - Tags: Digital marketing, Direct-to-consumer advertising, k-message, pharma marketing, Pharmaceutical industry The US Healthcare and Pharmaceutical Industry 2014: Digital Ad Spending Forecast and Trends, a new report from eMarketer shows that Pharma Marketing spending on digital remains on steady 3. 0% of the total digital ad spending level. Unfortunately half of it is spent wrong. This has been a common joke of marketers and advertisers for a long time: If I only knew which half I spend on wrong tactics I would make myself and my company rich. However, jokes aside, at K-message we can clearly see which quarter of this budget is going wrong way. We talk serious money here, healthcare and pharma ad spending is now at USD 1. 41 bn level, and by 2017 we will pass the threshold of two billions. US Healthcare and Pharma Industry Digital Ad Spending 2012-2018. Source: eMarketer. com eMarketer takes into account all healthcare and pharmaceutical digital marketing spending in the United States. It includes prescribed (Rx) and over the counter (OTC) products, specific products and services addressed to healthcare professionals, as well as direct to consumer advertising of products, services, hospitals, health insurers etc. More than half of this budget (56%) goes for direct response advertisement. The remainder of 44% is spent on branding campaigns. This is an artificial segmentations, as the objective of campaign usually is not so clear in the American, DTC driven market. Every branding effort may bring direct response. What is more striking in eMarketer’s report is the share of spending on healthcare and pharma digital marketing... --- - Published: 2014-05-12 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/05/12/text-messaging-multichannel-pharma-marketing/ - Categories: Pharma Marketing - Tags: eDetailing, GlaxoSmithKline, k-message, Marketing, Merck & Co., Mobile marketing, Novartis, Pfizer, Short Message Service, Text messaging Multi-channel marketing strategies usually include old tactics such as telemarketing, direct mailing and printed detail aids to accompany more fancy mobile applications, eDetailing on tablets and over the Web. Good old SMS text messaging is forgotten in the era of smartphones. Is it really so smart? Embed from Getty Images SMS in pharma marketing Text messaging is a tactic that pharma marketers used in the past. There were successful pharma marketing campaigns with text messaging at the core of the execution. One such example is Pfizer’s recruitment for a study that targeted teenage smokers with a radio campaign. The call to action instead of traditional “call us now” was replaced by “text us now” which allowed young audience to discreetly make a contact with researchers, even if they listened to the spot in their (unaware of teen’s deadly habit) parents’ car. document. createElement('audio'); http://3. 122. 255. 92/wp-content/uploads/2014/05/PfizerSmokingCampaignAudio. mp3 Novartis with its SMS for Life campaign allows better access to malaria treatment in Africa. A successful pilot in Tanzania that has been running since 2009, has encouraged the company to roll it out in other markets, including Kenya, Ghana and Cameroon. So far the results were very impressive, allowing company to reduce stock-outs of the antimalarial ACTs from 26% to just 1% of the facilities. GSK is using text messaging to increase childhood vaccination rates in Mozambique and to fight counterfeit products in Tanzania. Merck is running a diabetes sms campaign in Kenya and Uganda... But wait a moment, it is... --- - Published: 2014-04-30 - Modified: 2014-04-30 - URL: https://disrupting.healthcare/2014/04/30/identifying-hard-trends-pharma-marketing-future-innovation/ - Categories: Pharma Marketing - Tags: GlaxoSmithKline, Innovation, Marketing, Peter Drucker, Pharmaceutical industry, PubMed Success in pharmaceutical industry depends on innovation. We are in the constant race with mutating microbes, viruses and cells. New regulations, stakeholders and disruptive competitors are changing industry landscape every day. Innovation (Photo credit: Thomas Hawk) At the recent Pharma Customer Experience Management Summit in Berlin, where I was one of the speakers, the innovation was a leitmotif. One particularly strong accord was played by Alexander Simidchiev from GSK. In his presentation, Customer-Centric Approach in Pharma: Future of Healthcare? , Alex has pointed out what I believe is the best approach to smart innovation in pharmaceutical marketing. Inspired by Daniel Burrus’ methodology described in the book Flash Foresight, Alex advises pharma marketers to look for the “hard trends”. Hard trend is a projection based on measurable, tangible, and fully predictable facts, events, or objects. It is something that will happen: a future fact that cannot be changed. In the day to day practice of pharma marketing we can often see urge to innovate based on the opposition of the hard trend. Something, that Burrus would call a “soft trend”, something, that only might happen. Soft trend is a projection based on statistics that have the appearance of being tangible, fully predictable facts. It’s something that might happen: a future maybe. Such “soft trend” is easy to be sold by marketers and consultants. You may hear that we should go mobile (the smartphones are on the rise, aren’t they? ). You may learn, that eDetailing on tablets is a must (everyone... --- - Published: 2014-03-19 - Modified: 2014-03-19 - URL: https://disrupting.healthcare/2014/03/19/dallas-buyers-club-need-anymore-expanded-access-explained/ - Categories: Pharma Marketing - Tags: Clinical trial, Dallas Buyers Club, Expanded access, Food & Drug Administration, Food and Drug Administration, Investigational New Drug, Jared Leto, Matthew McConaughey, National Institutes of Health, Phases of clinical research, Ron Woodroof, San Francisco Cannabis Buyers Club, Zidovudine Dallas Buyers Club is a powerful movie. Based on true story of Ron Woodroof it shows how patient has to fight the system instead of receiving a treatment for the deadly disease. Everything seems to ally against suffering patient. Health Care Professionals driven by greed offer inefficient therapy under strict clinical trial regime. FDA officers are enforcing cruel regulations confiscating “illegal” but life-saving medications. Even the judge from liberal California, although compassionate is forceless. Dallas Buyers Club is a coalition of suffering people turned into outlaws for trying to save their lives. Is pharmaceutical industry and its regulators really so cruel? Why Woodroof and his club were persecuted instead of receiving help? Is it possible that such story happens today with some other disease? Clinical Trials - Why Ron could not get AZT in the proper dose in the hospital. At the moment depicted in the Dallas Buyers Club, AZT (zidovudine, also known as azidothymidine, trade name Retrovir) in the U. S. was in the clinical research, probably in Phase III of the process. English: AZT (zidovudine), the first medication shown to be effective against HIV. From the National Institutes of Health website. (Photo credit: Wikipedia) Phases of Clinical Research Phase 0: The first in-human research of new drug is called an exploratory investigational new-drug study or phase 0 study. It is done before traditional phase I trials. Smaller than therapeutic doses of a new drug are given to a small group of patients (typically fewer than 15) for roughly... --- - Published: 2014-02-16 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2014/02/16/quantified-self-mhealth-wearable-technology-changing-pharma-marketing/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: Eli Lilly, Eli Lilly & Company, Fitbit, International CES, mHealth, Nike, Quantified Self, Talking Progress, Wearable Quantified self, mHealth and wearable technology. While you could hear about those trends in the past, the tipping point has been reached at the CES 2014. What was supposed to be the future is our present much faster than industry expected. Enterprise market is again far behind consumers. Health care industry tethered by regulations just cannot catch-up quickly enough. At K-message however, we can take a look at the forefront of the consumer technology and assess its possible impact on the industry, and our focal point - pharmaceutical marketing. But first, let us define what we are talking about. What is quantified self? Who wears technology? What is mHealth? Quantified self (QS) Quantified self (QS) is a trend of personal data collection via technology. The idea is to acquire data on person’s state, actions and performance using wearable technology and/or mobile applications. Track Yourself Map of Quantified self apps by Rachelle DiGregorio Wearable technology is a description of any electronics that one can wear. It may be something with a sensor for quantified self purposes, but it can be also a T-shirt with LEDs intended just to look nice. From quantified self perspective, wearable technology is a trend that enables the whole movement by devices that can capture personal data. mHealth is a general term for usage of mobile devices (mobile phones, smartphones, tablet computers etc. ) in connection to medicine or health care. mHealth includes providing information to the patients or HCPs, but also collecting patients data. Is Quantified... --- - Published: 2014-02-04 - Modified: 2014-02-04 - URL: https://disrupting.healthcare/2014/02/04/lessons-social-media-in-the-pharmaceutical-industry/ - Categories: Pharma Marketing - Tags: AstraZeneca, Boehringer Ingelheim, Digital marketing, Eli Lilly, pharma marketing, Pharmaceutical industry, Roche, social media, Social Network Analysis On 22nd and 23rd of January in London I was honored to be a speaker at the Social Media in the Pharmaceutical Industry conference. Now back in Swiss Pharma capital city - Basel, let me summarize the key lessons on the social media in pharma industry I took back from the United Kingdom. Social Network Analysis book cover (Photo credit: Matthew Burpee)First of all, the event itself was really worth to attend. If you heard alarm bells buzzing on the bullshit bingo sequence of social media in pharma, this time it would be a false alarm. Not because of my humble presence, but because of the other participants and the content of their presentations. The chairwoman of the event, my ex-colleague at Roche, now enjoying freedoms of the external consultant, Alexandra Fulford (@pharmaguapa) made sure that we were not lost on the way. Having said that, let us digest the content of the conference. Social Media in Pharmaceutical Industry Key Learning #1: Social Media is not a marketer’s toy, but a source of powerful intelligence data. A Big Data! A diagram of a social network (Photo credit: Wikipedia)My senior colleague from Roche, Dr. Alfred R. Steinhardt now in the hat of PA Consulting Group and his own Alfred Steinhardt Consulting, showed us an incredible power of the Social Media used not for standard “what they said about us”. Dr. Steinhardt provided example of social media used by pharmaceutical industry for recruitment to clinical trials (social patient). We could also see... --- - Published: 2014-01-20 - Modified: 2014-01-20 - URL: https://disrupting.healthcare/2014/01/20/pharma-marketing-boring-archetypes/ - Categories: Pharma Marketing - Tags: Analytical Psychology, Archetype, branding, Carl Gustav Jung, Jungian Archetype, pharma markerting Pharmaceutical brands are not loved. Products of the pharma industry are saving lives every day (not to mention removing headaches of the day after). Still, an average John Doe is not grateful to the manufacturer. To be honest even if he knows the brand, he rarely likes it. Pharma is rarely connected to wellness or innovation, almost always to disease and its cost. Why is that? The answer may be in something that pharma marketing is lacking. At K-Message we believe, that pharma brands are not understood by people. They are not understood, because they do not refer to archetypes. 12 Primary character archetypes English: Carl Gustav Jung, full-length portrait, standing in front of building in Burghölzi, Zurich (Photo credit: Wikipedia) According to Carl Gustav Jung, a Swiss psychiatrist, human is not born with a clean mind or tabula rasa. Instead, we all universally share some embedded events, figures and motifs that are easily understood by anyone and that trigger unconscious reaction, similar to most if not all the people. Those universal patterns of mind are called archetypes. Jung believed that archetypes are truly universal and not related to the culture, education or any other circumstances. While it all may sound bit odd and bit “psychic” to pharma marketers who tend to look for substantial evidence, there are some scientific research that look after archetypes in human genome (Stevens, Archetype: A natural history of Self) and locating them in the human brain (ROSSI, E. (1977), The Cerebral Hemispheres in Analytical... --- - Published: 2014-01-14 - Modified: 2014-01-14 - URL: https://disrupting.healthcare/2014/01/14/fda-social-media-in-pharma-guidance/ - Categories: Pharma Marketing - Tags: Digital marketing, FDA, FDA Form 2253, Food and Drug Administration, Food and Drug Administration Safety and Innovation Act, pharma marketing, social media, Twitter, United States Federal Drug Administration (FDA) has announced its draft guidance on Social Media in Pharma. What question does it answer and what remains still unregulated? What are the consequences of this guidance and expected next steps? English: Logo of the FDA. (Photo credit: Wikipedia) When finalized this guidance will regulate all Internet activities of pharmaceutical companies operating in the United States. The guidance was long expected by the pharma industry. According to earlier announcements from FDA more comprehensive guidance shall be released by July 2014. Main proposals of the new FDA guidance for Social Media in Pharma Pharma companies responsibility for the content published in social media: A firm is responsible for product promotional communications on sites that are owned, controlled, created, influenced, or operated by, or on behalf of, the firm. Under certain circumstances, a firm is responsible for promotion on third-party sites. A firm is responsible for the content generated by an employee or agent who is acting on behalf of the firm to promote the firm’s product. Pharma companies obligation to submit interactive promotional materials to FDA: At the time of initial display, a firm should submit in its entirety all sites for which it is responsible on Form FDA 2253 or Form FDA 2301. For example, the firm should submit the comprehensive static product website with the addition of the interactive or real-time components. For third-party sites on which a firm’s participation is limited to interactive or real-time communications, a firm should submit the home page of... --- - Published: 2013-12-30 - Modified: 2013-12-30 - URL: https://disrupting.healthcare/2013/12/30/top-5-pharma-marketing-trends-2014/ - Categories: Pharma Marketing - Tags: Big Data, Closed loop marketing, Customer relationship management, Digital marketing, pharma marketing, social media Approaching end of the year experts have two options to choose. The first and a safer one is to summarize past twelve months. The second, more dangerous but also more exciting is to predict what will happen next year. At K-message we find the latter option much more useful and interesting. Please enjoy our prediction of the Top 5 pharma marketing trends of 2014 below. Top 5 pharma marketing trends for 2014 1. Integration of digital tactics within multi-channel marketing. Leveraging Closed Loop Marketing and Big Data advantages by more mature organizations. CLM - Closed Loop Marketing For years digital marketing was treated as a fifth wheel in pharma business. Whatever we say, the truth is that those organizations are made of sales force. And digital marketing for sales force was just another marketing gimmick that does not add value but a workload and cost. However, during past few years this traditional sales force thinking was challenged. Payers pressure forced companies to reduce ranks of sales representatives. Regulatory decisions have limited possibility of sales reps to meet HCPs. The result is that sales rep cannot meet his Client often enough to detail the product and maintain relationship in the same time. Digital came to help with e-detailing and web-based self-detail solutions. CRM software supports reps with data that allow reps to have a meaningful conversation with HCPs they barely know. Combining detailing during visits with digital tactics and good old direct marketing is our new buzz word: a Multi Channel... --- - Published: 2013-12-25 - Modified: 2013-12-25 - URL: https://disrupting.healthcare/2013/12/25/gamification-in-pharma-marketing-explained-examples/ - Categories: Pharma Marketing - Tags: Boehringer Ingelheim, Game design, Game mechanics, Game theory, Gamification, John von Neumann, Oskar Morgenstern, pharma marketing, Sanofi Gamification in pharma marketing is one of the hot topics of recent years. In this article you will learn what is gamification, see the examples of gamification used in pharma business (both marketing gamification and education gamification). We will also show the potential of social gamification, and try to show how to insert gamification into your app, website and other digital activities. What is Gamification? Definition not only for Pharma Marketing. One of the simplest and most appealing definition of gamification is: "Gamification is the use of game design elements in non-game contexts" . What does it mean? “Gamification” refers to the use (rather than the extension) of design (rather than game-based technology or other game-related practices) elements (rather than full-fledged games) characteristic for games (rather than play or playfulness) in non-game contexts (regardless of specific usage intentions, contexts, or media of implementation). Game design elements can be divided by the level of abstraction, starting from using game interface patterns (ie. using badges or leaderboards), to game design methods (ie. value conscious game design). game design patterns game mechanics game principles and heuristics game models game design methods badge, leaderboard time or resource limitation, player turns clear goals, recognition of different game styles Mechanics-Dynamics-Aesthetics (MDA), Core elements of gaming experience (CEGE ) Playcentric design, value conscious game design Most applications of gamification in pharma marketing nowadays limits use of game design elements to the first three levels. It is relatively easy and a no-brainer to add some badge or status... --- - Published: 2013-12-22 - Modified: 2013-12-22 - URL: https://disrupting.healthcare/2013/12/22/disease-awareness-campaign-alzheimer-netherlands-christmas-bunny/ - Categories: Pharma Marketing - Tags: Alzheimer, Christmas, DAA, disease awareness, Easter Bunny, Netherlands, pharma marketing, Twitter Every December we can see plenty of ads with Santa Claus theme in the copy. One of the best this year is a disease awareness campaign for Alzheimer Nederland. Created by Dutch agency N=5 (Creative Director: Lukas van de Ven; Art Director: Hans Bolleurs; Copywriter: Paul Bakker) intensive image reminds the public what is a daily experience of people suffering Alzheimer's disease. #paashaas disease awareness advertisement for Alzheimer Nederland by N=5 The ad quickly went viral on Twitter and made hashtag #paashaas a trending topic in the Netherlands by 5th of December. According to the N=5 it already gathered more than 900,000 impressions, which is a great result for a low-cost disease awareness campaign for such a difficult topic as Alzheimer's disease in 16,77 million population. --- - Published: 2013-12-06 - Modified: 2013-12-06 - URL: https://disrupting.healthcare/2013/12/06/top-5-expensive-pharma-marketing-failures-since-2010/ - Categories: Pharma Marketing - Tags: Abbott, Depakote, false claims, FDA, GlaxoSmithKline, J&J, Janssen Pharmaceuticals, Johnson, Merck, Nesiritide, off-label, Paxil, pharma marketing, Risperdal, Risperidone, Rofecoxib, Scios, Vioxx Pharma marketing costs the most when it is not compliant to the regulations. Any unlawful or improper marketing campaigns in pharmaceutical can result in fines counted in billions of dollars. A report "Pharmaceutical Industry Criminal and Civil Penalties: An Update" by Public Citizen ranks the largest settlements by drugmakers, and shows these companies paid out 74 settlements to the tune of $10. 2 billion from Nov. 2010 to July 2012. Public Citizen's report does not include recent Johnson & Johnson and its subsidiary, Janssen Pharmaceuticals settlement regarding Risperdal, Wellbutrin and Avandia misleading promotion. Basing on the report of Public Citizen and U. S. Department of Justice data, K-message. com has compiled a list of top 5 most expensive failures of pharma marketing that resulted in heavy fines. 1. $3 000 000 000 - on 2nd of July 2012, GlaxoSmithKline LLC (GSK) has agreed to pay total 3 billion dollars to resolve its criminal and civil liability arising from the company’s unlawful promotion of certain prescription drugs, its failure to report certain safety data, and its civil liability for alleged false price reporting practices. There were three brands that GSK promoted against the law. Paxil (Photo credit: ~! ) The first, Paxil was unlawfully promoted for treating depression in patients under age 18, even though the FDA has never approved it for pediatric use. NB. Paxil, as other antidepressants, included on its label a “black box warning” stating that antidepressants may increase the risk of suicidal thinking and behavior in short-term... --- - Published: 2013-12-05 - Modified: 2013-12-05 - URL: https://disrupting.healthcare/2013/12/05/attract-seniors-medicare-plan-use-digital-channels/ - Categories: Pharma Marketing - Tags: accenture, eHealth, Generation X, Medicare, mHealth, Patient Protection and Affordable Care Act, Pew Research Center, pharma marketing Digital health has no age limit. According to the recent research, seniors are keen to use digital channels to manage their healthcare. Seniors in the Internet Accenture research reports that Medicare consumers are frequently (at least once daily) online. Ninety-one percent are using email frequently and 73 percent frequently search the Internet. Nearly one-third frequently login to Facebook or other social media sites. This data comes in par with the Pew Internet & American Life Project. According to this research, Internet use rates tripled among seniors (65 and over) and doubled among 50 to 64 year olds between 2000 and 2012. The highest growth in Internet use among all age groups during this period was among seniors 65 and over. Broadband for Seniors kiosk (Photo credit: Mosman Council) eHealth and Digital Channels for Seniors - Reality versus expectations The 2013 Accenture Consumer Survey on Patient Engagement covered more than 9,000 adult consumers in nine countries, including about 200 US seniors. It shows that 67% of Americans 65 and older say that accessing their medical information online is very or somewhat important. Overwhelming majority (83 percent) of US seniors thinks that they should have full access to their electronic health records, but only 28 percent actually does today. Similarly, 70 percent of survey respondents said they believe it's important to be able to request prescription refills online, but only 46 percent can do that today. In addition, according to the Consumer Survey on Patient Engagement, 62 percent of seniors believe it... --- - Published: 2013-12-01 - Modified: 2013-12-01 - URL: https://disrupting.healthcare/2013/12/01/new-guidance-pharma-advertising-fda/ - Categories: Pharma Marketing In the new draft of "Guidance for Industry - Product Name Placement, Size, and Prominence in Advertising and Promotional Labeling" FDA addresses usage of prescription English: Logo of the . (Photo credit: Wikipedia) drugs proprietary names in promotional materials and labeling. The guidance that is intended to replace its previous version from January 2012 describes requirements for product name placement, size, prominence, and frequency in promotional labelling and advertising for prescription drugs. It also clarifies the regulatory requirements and articulates the circumstances under which FDA intends to exercise enforcement discretion for the use of proprietary and established names in promotional labeling and advertising. The new guidance: Clarifies issues about intervening matter in relation to the juxtaposition of the proprietary and established name; States that FDA intends to exercise enforcement discretion regarding the requirements surrounding the use of the established name on pages or spreads and offers an example of what is expected; Clarifies the requirements regarding the use of proprietary names in the running text; States that FDA intends to exercise enforcement discretion regarding the established name's presentation in columns; Removes the recommendation that the established name be included in the audio portion of an audiovisual promotion; and Clarifies issues relating to the established name's presentation on Web pages or electronic screens. The new FDA policy is that: Firms should include the established name at least once per page or spread where the proprietary name most prominently appears. The established name should be placed either directly beside or below the... --- - Published: 2013-12-01 - Modified: 2013-12-01 - URL: https://disrupting.healthcare/2013/12/01/chad-strider-bupa-disease-awareness-prevention-advertising/ - Categories: Pharma Marketing - Tags: Bupa, Chad Strider, social media, World Heart Federation, YouTube Chad Strider is a spoof character of mockumentary "Born To Walk" created as a core of the cardiovascular prevention campaign. Behind the campaign is a private healthcare company Bupa. Bupa services include health insurance and other funding products, hospitals and primary care centres, chronic disease management, home healthcare, dental centres, prevention and workplace health, and care services, including residential and nursing homes and retirement villages. The "Born To Walk" campaign promotes free walking app, Ground Miles, which aims to inspire people around the world to walk more. The app is made in cooperation with World Heart Federation. Ground Miles app by Bupa promoted by Chad Strider, Source It is Bupa's first-ever global digital marketing campaign and it has really cool, tongue-in-cheek style. A short, 3:50 video shot in Hollywood, tells the story of ‘Chad Strider’, a character who believes he is the world’s best walker. It follows Chad’s ridiculous life story in a classic Hollywood rise and fall from grace. The film was created by Hometown London advertising agency. “We really pushed Bupa out of their comfort zone with this campaign but they continuously surprised us by embracing and championing some brave and challenging content. Developing this character and campaign has been a joy. I hope this is just the first step on a long road for Chad Strider. ” - a founder and creative ditrector of Hometown London, David Gamble said The film is being promoted through a centralised media-spend, as well as through social media, digital marketing and... --- - Published: 2013-11-26 - Modified: 2013-11-26 - URL: https://disrupting.healthcare/2013/11/26/fda-asks-23andme-stop-marketing-unapproved-test-device/ - Categories: Pharma Marketing - Tags: 23andMe, Anne Wojcicki, FDA, Food and Drug Administration, Genetic testing, pharma marketing After months of negotiations, FDA finally lost patience and sends a warning letter to Google-backed 23andme, a genome testing company. 23andme was marketing its saliva based genetic test device and the test (Personal Genome Service) itself without an obligatory marketing clearance. 23andMe (Photo credit: brendanlim) What FDA's letter means The letter is very direct and harsh and its tone, reminding Mrs. Anne Wojcicki, the founder of 23andme, that FDA really tried to help: More than 14 face-to-face and teleconference meetings, hundreds of email exchanges, and dozens of written communications, we provided you with specific feedback on study protocols and clinical and analytical validation requirements, discussed potential classifications and regulatory pathways (including reasonable submission timelines), provided statistical advice, and discussed potential risk mitigation strategies The letter is the final warning. If 23andme fails to cease its marketing activities and provide a plan to align itself to the regulatory demands, FDA will start a regulatory action without further notice. These actions include, but are not limited to, seizure, injunction, and civil money penalties - FDA warns. At K-Message, we usually praise innovation, courage and development of new ways of dealing with complicated problems. 23andme could be a hero of our story. But Mrs Anne Wojcicki's approach is hard to support. FDA's concerns FDA's main concern is, as specified in the letter, a potential risk of negative impact of the often alarming test results coming from PGS. False positive or false negative from the PGS may affect actions of the people. Someone who... --- - Published: 2013-11-25 - Modified: 2013-11-25 - URL: https://disrupting.healthcare/2013/11/25/abbott-epd-first-digital-marketing-launch/ - Categories: Pharma Marketing - Tags: Abbott, Digital marketing, Digital media, EPD, launch campaign, pharma marketing Abbott's Low Dose HRT brand was launched in the first in the pharmaceutical industry digital marketing only campaign. According to the press release published by PMLive, the campaign for based in Basel, Switzerland, Abbott Established Pharmaceuticals Division (EPD) was the first new-product launch to be delivered solely via a digital channel for the pharma industry. We cannot say whether or not it was really the first digital-only launch in pharma, but we understand that Abbott EPD is satisfied by the results. Abbott logo (Photo credit: Wikipedia) Campaign reached to 9,000 doctors who engaged with Abbott's Low Dose HRT brand via British online professional network Doctors. net. uk. This equates to 45% of the NHS population of obstetricians and gynaecologists, and nearly 23% of GPs. Please note that it is not clear whether those were the specializations of the HCPS who received Abbott's message. According to Abbott EPG, the brand's market share has increased and there has been a continuous month-on-month growth in sales in 2013 as a result of the campaign, which included interactive case studies, clinical paper summaries, and an ask the expert section. The decision to try a digital only product launch via Doctors. net. uk was made following research conducted by Abbott, which found online professional networks can provide a more effective method of engaging with doctors than traditional sales and marketing channels. They enable them to take a more targeted and measurable approach, and to deliver a mix of promotional and educational messages in a way... --- - Published: 2013-11-22 - Modified: 2013-11-22 - URL: https://disrupting.healthcare/2013/11/22/aca-obamacare-pharmaceutical-marketing-changes/ - Categories: Pharma Marketing - Tags: Affordable Care Act, Barack Obama, Obamacare, Patient Protection and Affordable Care Act, United States Will Affordable Care Act (Obamacare) change the pharmaceutical marketing in USA? According to Dorothy Wetzel, founder and Chief Extrovert at Extrovertic there are three ways it will. English: Barack Obama signing the Patient Protection and Affordable Care Act at the White House (Photo credit: Wikipedia) As Ms. Wetzel explains in her "Three ways ACA (Obamacare) changes pharma marketing" post at Pharmaforum, Obamacare enforces on the US market a new reality. The three main points are: It's a payer-patient world Multicultural marketing is mandatory Value takes center stage Let's take a look at the points raised by Dorothy Wetzel. What does payer patient mean? In the US after ACA HCPs will lose the power to decide which medication should be prescribed. This role will be taken first by payers (insurance companies) who will set strict rules on reimbursement. Secondly, physicians will be obliged to follow their employer's policy, and most of the HCPs is employed by hospitals or networks of practices. Third, but not less important point is that patients as co-payers will be more careful on what medication is chosen and prescribed. What it means for pharma marketers in the US is that instead of focusing mostly on HCPs, they will need to coöperate with Market Access teams to gain support of payers. Whenever possible it will be also worth to use DTC marketing, which is still allowed in the US. Multicultural marketing is something that Big Pharma is familiar with, however up until today global campaign meant "everywhere but... --- - Published: 2013-11-20 - Modified: 2013-11-20 - URL: https://disrupting.healthcare/2013/11/20/wpps-go-team-new-agency-record-two-glaxosmithklines-gsk-top-antacid-brands/ - Categories: Pharma Marketing - Tags: Eno, GlaxoSmithKline, Grey, Ogilvy & Mather, Tums GlaxoSmithKline (Photo credit: Ian Wilson) WPP's GO Team is the new agency-of-record for advertising of two GlaxoSmithKline's (GSK) top antacid brands. GO – an alliance between Grey and Ogilvy – will provide integrated consumer communications, including TV, print and digital advertising, for GlaxoSmithKline's antacid brands Tums and Eno. Previously Grey was agency-of-record for Tums and Ogilvy was agency-of-record for Eno. The new combined account will be led out from New York, leveraging Grey and Ogilvy offices internationally. GO's strategic insights into the category played a large part in the selection, according to Anna Humiecka, global marketing director, GI Health, GSK. She also mentioned the team's “compelling creative ideas and strong resources and talent”. Available in eight varieties, Tums is the best-selling antacid in the US. Eno's main markets are Spain, India, Mexico, Asia, Australia, UK, Middle East, Africa, Pakistan, South America, and Hong Kong. The GO Team is part of WPP Team GSK which operates a portfolio of WPP companies working with GSK. --- - Published: 2013-11-18 - Modified: 2013-11-18 - URL: https://disrupting.healthcare/2013/11/18/pharma-marketing-meaning-pecha-kucha-format/ - Categories: Pharma Marketing Dose of Digital presents Pecha Kucha on Marketing with Meaning in relation to Pharma Marketing. Enjoy the video and slides below! --- ---