One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

Even though everyone is over indexed on payer strategies and putting too many eggs in one basket, it’s not understood what payers actually want to see from manufacturers.

As more products...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

A number of DTx execs talk about the category in a homogeneous way.

Your customers view products that come in front of them as potential solutions for unmet clinical needs. There’s been a...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

Companies are looking for the Payer “Easy Button.” They’re hoping for one roadmap…one way, to get an agreement with a payer and be able to rinse wash and repeat.

...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

Venture is beginning to recognize that a lot of companies have had great ideas but aren’t using best in class strategies that have been proven to be successful at companies like Pfizer,...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

A huge worry by CEOs is what other companies will do in their quest for adoption, how they commercialize, agreements they might make. The concern is what precedents might be set that could affect...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

Venture is beginning to recognize that a lot of companies have had great ideas but aren’t using best in class strategies that have been proven to be successful at companies like Pfizer,...

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

During my conversations with CEOs it is clear that everyone is struggling with commercialization.

While everyone seems to have clarity on their therapeutic, diagnostic, case management, or wellness...

Segmenting, targeting, and positioning can become a complicated exercise that burns time, effort, and energy.  Below you will find a proposed methodology that for me, has worked 90% of the time, with 20% of the effort.

Segmenting, targeting, and positioning exercises aren’t only for a...

Omnichannel marketing is a big marketing buzzword right now.  Using an omnichannel presence to grow your brand, exceed revenue expectations, and connect with customers better than you ever have.

Recently I met with someone who was very interested in how I was able to take a very old,...

Short answer: Harder.

But why?

The answer lies in objective decision making versus subjective decision making with the provider audience.

Fundamentally, new therapy adoption focuses on objective factors. Sure, some subjectivity creeps in but it disproportionately an objective sell.

But diagnostic...