The Rapidly Developing Digital Therapeutics (DTx) Market place and Pharma’s Role 

The Rapidly Developing Digital Therapeutics (DTx) Market place and Pharma’s Role 

by Scott Reese  

Digital therapeutics (DTx) is a rapidly evolving field of healthcare that uses technology to treat and manage a range of medical conditions. These technologies can take many forms, including mobile apps, virtual reality, and wearables. The field has been rapidly growing over the past few years, and the future of digital therapeutics looks bright. 

DTx has the potential to transform healthcare by providing patients with more personalized and effective treatments. The technology can help patients manage chronic conditions, such as diabetes, by monitoring their symptoms, providing feedback and coaching, and suggesting lifestyle changes. DTx can also be used to address mental health disorders, such as depression and anxiety, by delivering cognitive-behavioral therapy and other evidence-based treatments. 

One of the key advantages of DTx is its accessibility. Patients can access digital therapies from their homes, workplaces, or even while traveling. This can be particularly beneficial for patients who live in remote areas or have limited mobility. Additionally, digital therapies can be more cost-effective than traditional therapies, which can help make healthcare more affordable and accessible. 

Another advantage of DTx is the ability to collect and analyze large amounts of data. This can help healthcare providers understand which treatments are most effective and which patients are at the highest risk for certain conditions. By using artificial intelligence and machine learning algorithms, DTx can identify patterns in patient data that can help healthcare providers personalize treatments to each patient’s unique needs. 

As the field of digital therapeutics continues to grow, there are several trends that are likely to emerge. For example, we can expect to see more integration between digital therapies and traditional therapies. This could include using digital therapies to supplement or enhance traditional treatments, such as medication and therapy. 

We can also expect to see more collaboration between digital health companies and traditional healthcare providers. This could include partnerships between technology companies and hospitals, clinics, and other healthcare organizations. These partnerships could help bring digital therapies to a wider range of patients and ensure that they are integrated into the broader healthcare system. 

There is also increasing emphasis on the development of evidence-based digital therapies. This can include more rigorous clinical trials to demonstrate the efficacy of digital therapies, as well as the establishment of standards and guidelines for the development and deployment of digital therapies. 

Pharmaceutical companies are increasingly integrating with DTx in a number of ways. DTx is a natural fit for pharmaceutical companies, as it can help to enhance the effectiveness of drugs and offer a more comprehensive and personalized approach to patient care. Here are a few ways that pharmaceutical companies are integrating with digital therapeutics: 

  1. Partnerships and Acquisitions: One way that pharmaceutical companies are integrating with DTx is by partnering with or acquiring digital health companies. This allows them to leverage the technology and expertise of these companies to develop and market new digital therapies. For example, Novartis recently partnered with Pear Therapeutics to develop and commercialize a prescription digital therapy for schizophrenia.
  2. Complementary Products: Pharmaceutical companies are also developing their own digital therapies that complement their existing drug products. For example, Otsuka Pharmaceuticals has developed a digital therapy called Abilify MyCite, which is a combination of the drug aripiprazole and a sensor that tracks medication adherence. 
  3. Patient Engagement: Pharmaceutical companies are using DTx to improve patient engagement and adherence to their drugs. For example, Pfizer has partnered with a digital health company to develop an app that helps patients track and manage their pain, which can help to improve adherence to pain medication. 
  4. Clinical Trials: Pharmaceutical companies are also using DTx in clinical trials to help better understand the effectiveness and safety of their drugs. For example, Roche recently used a digital therapy in a clinical trial for a drug that treats multiple sclerosis, which helped to improve the quality of the data collected in the trial. 


Overall, pharmaceutical companies are integrating with DTx in a number of ways, as they recognize the potential benefits of these technologies for improving patient outcomes and enhancing the effectiveness of their drugs. As the field of DTx continues to evolve, we can expect to see more integration between pharmaceutical companies and digital health companies, as well as more investment in the development of new digital therapies. 

As technology continues to evolve, we can expect to see more personalized and effective treatments for a range of medical conditions. By leveraging the power of data, artificial intelligence, and machine learning, DTx has the potential to transform healthcare and improve the lives of millions of patients around the world. 

Scott Reese  

Applied Creativity, Enhanced Intelligence, Digital Strategy   

A division of Evolution Health Group  

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Global Head of Innovation

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.


Group Account Director, Digital Solutions

Beth is a successful marketing veteran with 20 years driving groundbreaking omnichannel programs for Fortune 500 companies. She loves to uncover the deeply felt customer insights that bring your brand from ideas to actions. Beth has won multiple industry awards, from Best Website at DTC Pharma Awards to Most Innovative Programs at the Webby Awards.

In her free time, Beth loves to spend time with her niece and nephews, and tries to stay balanced between the gym, the beach and the runway.

Chris Mycek

Vice President, Enterprise Solutions

Recognized as a top-tier strategic marketer, technologist and growth leader, Chris’ experience includes more than 20 years of experience in supporting the development of corporate, brand, and digital marketing for multi-national organizations in the life sciences, consumer packaged goods, consumer electronics, financial services, and food industries. He has designed and delivered educational content his entire career, and Chris’ clients have included MARS, Procter & Gamble, Prudential, Pfizer, Alcoa, Hasbro, Barilla Pasta, Johnson & Johnson, Unisys, Samsung, Campbell’s Soup and Harley-Davidson.

Having started his career at Johnson& Johnson on the OTC & Rx business, Chris has extensive client and agency side experience. He’s held leadership roles at Publicis and Cognizant Technology Solutions, as well as innovative emerging companies both privately held and private equity backed, and currently serves as a board advisor for multiple technology start-ups. His track record in developing category-leading business strategy has paralleled his ability to integrate new channels and technologies that create competitive advantages.

He earned a B.A. in Economics from Middlebury College, where he also studied psychology and art history. Chris lives just outside of Philadelphia near Valley Forge National Park, has three adult children who work in the Life Sciences, enjoys spending time outdoors with his wife Barbara. In his spare time, he can most often be found fly fishing and hiking with his Border Collie Winifred. He also enjoys playing various string instruments when the muse strikes.


Global Head of Innovation

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.


Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.


Executive Vice President

With more than twenty-five years of pharmaceutical and digital marketing experience, he is a thought leader who utilizes analytics and adult learning principles to design and develop creative, high-impact, marketing and communications solutions for the healthcare industry. Jeffrey creates programs that remove friction and create insights from the brand/pharma work process; his projects have ranged from comprehensive omnichannel, CRM and compliance initiatives to complex technological solutions that that educate and enhance communication in the healthcare ecosystem. 

Jeffrey has served over fifteen years on agency leadership teams and has headed up strategy, technology, creative, communications, and analytics groups. He has helped top brands navigate a fascinating and rapid convergence of omnichannel communications and technology, and his clients have ranged from global pharmaceutical companies and brands to emerging biotech and medical device companies.

Jeffrey received his bachelor of arts degree from Skidmore College and an MBA in international finance from the Stern School of Business at New York University. He has an unquenchable curiosity for technology and innovation.

To unplug, Jeff loves to cook and entertain family and friends, as well as listen to and travel for live music and concerts.

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