Blog

Digital Health Today Interview with Head of Neurology Patient Technology at UCB Biopharma

Check out an interview with our own Digital Health Consultant, Jason Prignoli, with James Musick, VP and Head of Neurology Patient Technology at UCB Biopharma, on Digital Health Today, a well-known podcast and resource for all things digital health. Three key takeaways from the interview:

  • Key barriers to consumer adoption of digital solutions include infrastructure, regulatory, and reimbursement challenges
  • If digital health companies want to work with Pharma, they should frame their value proposition in a language familiar to the industry while aligning to pharma’s strategic objectives
  • When considering digital health partnerships,  Pharma should not shy away from its roots of robust clinical evidence, similar assessment with corresponding rigor should be made around the evidence digital health companies have to support their products

Find the interview here.

 


Key Insights from the Digital Health for Pharma (DH4P) Conference

On April 30, I proudly kicked off the inaugural Digital Health for Pharma (DH4P) annual conference on behalf of Evolution Road.  In the early days of digital marketing I had the pleasure of chairing the ePharma Summit which was a great way for the life science industry to come together and learn, share and connect with one another.  With so many similarities between the evolution of digital marketing and the current and likely future path of digital health, we believed there was a need to create the first conference specifically focused on how life science companies can drive commercial value through digital health. 

The speaker faculty was unparalleled, particularly for a first year conference.  Many Pharmaceutical manufacturers attended including Pfizer, GSK, BMS, Celgene, Sanofi, Novo Nordisk, Bayer, UCB, Boehringer Ingelheim, Ferring, Lifescan, Novartis, BTG, Irwonwood, Abbvie, Roche, Adhera Therapeutics and others.  We also gained diverse perspectives from healthcare provider and payer organizations such as Humana, Highmark and Jefferson Health as well as from digital health companies such as Akili, Propeller, Click Therapeutics and PackHealth. 

We created the conference to support the dialogue about digital health value models for life sciences.  Here is an overview of the different types of value models that we shared at DH4P:

INVEST: Equity investments in digital health companies via corporate pharma venture or innovation funds, Acquisition (i.e., Roche’s acquisition of FlatIron), Joint Venture (i.e., Sanofi + Verily forming Onduo)

INCUBATE / ACCELERATE: Internal efforts to support digital health startups (i.e., JLABS, Novartis Biome, Bayer Grants4Apps) or support of digital health companies via external organizations (i.e., Matter + Novo, J&J + Plug & Play)

COMMERCIALIZE: Typically BD&L partnerships with digital health technology organizations that leverage the life science organization’s commercialization capabilities to help bring the digital health technology to market (i.e., Novartis/Sandoz + Pear reSET-O)

COLLABORATE: Life science collaboration with digital health companies to leverage their technologies in an effort to achieve brand and customer goals (i.e., Boehringer Ingelheim + Propeller Health)

CO-DEVELOP: Jointly developing a digital health solution, utilizing an existing platform/asset from a digital health company and the R&D capabilities from a life science organization; typically includes governmental regulatory approval (i.e., Otsuka + Proteus, Pear/Thrive + Novartis in Schizophrenia)

If you would like additional perspective on these value models or Evolution Road’s point of view on driving commercial impact for pharma with digital health or digital marketing, “ask an expert” below.

 


 

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