Focus on outcomes, not just endpoints
To succeed in the digital therapeutics era, pharmaceutical and life sciences companies must venture more deeply into care delivery. Organizations that can become an integral part of giving patients positive health outcomes—using real-world data and enhancing the connection between patients and providers—also will be able to design new payment and contracting models. Biopharmaceutical companies may look to the medical device industry to further understand the skills and processes necessary to move from selling products to creating healthcare solutions.12
Evaluate the impact of digital therapeutics and connected care solutions on your practice
New health data streams coming in from patients’ devices and mobile phones may disrupt provider practices even as they help improve care delivery. Evaluate workflow processes for new data streams, including integration in electronic medical health records. Successfully integrating new patient data into physician practices may improve in-person visits, making health discussions more efficient and informed by real-world patient behaviors.
Explore partnership models focused on demonstrating results
Innovation Health, an insurance provider created jointly by Virginia-based Inova Health System and Aetna, is testing digital therapeutics and financial models to better understand these new products’ effectiveness.13 Digital therapeutics and connected devices may make it easier to construct value-based contracts and other outcomes-based financial models with payers and providers to drive adoption. Subscription pricing for digital therapeutics or connected device solutions, for example, could make pharmacy spending more predictable and efficient.