The Insomnia Market's Lessons for Digital Therapeutics

"The Digital Therapeutics (DTx) space is new and rapidly growing within the healthcare landscape (for a DTx 101: Intro and Overview, see here). Biopharma companies should carefully consider their potential entry into this space, as their customers will be increasingly engaging with DTx products that have the potential to complement or even compete with biopharma products. That said, while there are potentially significant opportunities for biopharma companies in DTx, there are also uncertainties and potential challenges which differ from the more “traditional” biopharma space.

Here, we explore these challenges using the real-world example of the sleep improvement DTx market, with focused attention on patients with chronic insomnia. This is a particularly informative example because of three reasons: the products we highlight represent the three most common approaches to DTx commercialization (see Table 1), the fundamental therapeutic intervention of cognitive behavioral therapy for insomnia (CBT-I) is relatively undifferentiated between the products, making their expected clinical impacts similar, the pricing expectations and resulting market potential are vastly different for each product. Ultimately, an interplay of regulation, access, price, and underlying clinical data generates complex market dynamics..." Lire la suite