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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Vice President, Digital Strategy and Customer Engagement

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.


Vice President, Technology and Software Development

Jon is responsible for all aspects of product delivery and technology development at blulava. Over the past 25 years, he has built best-in-class, innovative technology solutions for global brands within in the medical communications industry. Jon’s visionary leadership is driven by his passion for helping clients understand their particular business needs.

In his free time, Jon loves exploring different cuisines, listening to music, and traveling. He also enjoys gardening and working on home improvement projects.


Vice President, Digital Strategy and Customer Engagement

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

Jeff is an insights−driven marketing and communications strategist dedicated to helping companies grow, build brands, and deliver differentiated, multichannel customer experiences. He has served 15+ years on agency leadership teams, where he has headed up communications, strategy, technology, creative, and analytics groups. As a digital marketing veteran, he has helped brands navigate the fascinating and rapid convergence of omnichannel communications and technology.

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

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