Case Study

Digital Therapeutics Landscape and patient adoption

Building the case for change for Digital Therapeutics in a large pharmaceutical company
Digital Therapeutics Landscape and patient adoption - Think Next
Digital therapeutics landscape and patient adoption
Digital Therapeutics Landscape and patient adoption - Think Next

Key Deliverables

digital therapeutics companies reviewed
0 +
people surveyed
capabilities mapped across DTx lifecycle


A pharma company with a large portfolio and siloed initiatives

Key Question

How to build the case for a digital therapeutics (DTx) strategy at enterprise level?

Our approach

We’ve proposed an approach with 4 key dimensions:

  • The industry landscape: a summary strategy document covering definition of DTx, early success stories, regulatory and reimbursement pathways, typology of DTx, approaches to value generation
  • The innovation review with 50+ DTx companies in relevant disease areas
  • The internal view: stakeholder interviews to understand drivers of uncertainty, leading to a capability mapping across DTx lifecycle
  • The patient view to understand patient readiness to adopt DTx, with patients focus groups and a quantitative, multi-country study, to understand attitudes towards DTx (awareness, interest, readiness to pay) and help lift internal objections and misconceptions


  • Projects materials were used for wide stakeholder engagement across many functions to align on definitions, strategic intent, roles and capabilities, enabling the cross-functional taskforce to secure senior sponsorship in multiple functional areas for the DTx agenda.
  • Materials were adapted into a 2-h training curriculum on the internal training platform for wider enterprise circulation.
  • Patient research was presented internally at global, regional and country level, and leveraged for external thought leadership interventions in leading DTx conference.

Client Feedback

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