Bringing Digital Therapeutics to Patients with Data and Analytics

This video provides an in-depth case study on how Mika, a digital therapeutics (DTx) platform focused on oncology, successfully utilized data and analytics to achieve commercial success in the highly regulated German market. Mika is noted as the first reimbursed and generally approved digital therapeutic in oncology in Germany, developed specifically to address the profound psychological and daily care needs of cancer patients, guiding them through the entire process from diagnosis to various treatment phases. The core challenge addressed in the video is the strategic approach required to effectively engage Healthcare Professionals (HCPs) and drive adoption of this novel therapeutic solution.

To navigate the complex commercial landscape, Mika established a strong partnership with Veeva, leveraging their comprehensive suite of tools for both engagement tracking and market intelligence. The strategy centered on using Veeva CRM to meticulously track all HCP engagements, providing the foundational data necessary for commercial operations analysis. Crucially, Mika integrated Veeva OpenData and Veeva Link to gain deep market insight. These platforms provided a rich dataset that allowed the DTx company to move beyond simple identification, enabling them to pinpoint the most influential physicians in specific regions and understand the broader ecosystem in which they operate. This intelligence included details on professional connections, speaking engagements, and areas of research focus, which are essential for tailoring effective outreach.

The application of data analytics was paramount to optimizing Mika's sales investment. By analyzing the conversion function—the process by which an engaged HCP becomes a prescriber—Mika gained critical insights into the necessary intensity of their commercial efforts. The analysis, specifically utilizing data from Veeva Link, revealed a significant finding: the conversion process for a novel DTx requires more touchpoints than initially assumed. This data-driven understanding allowed Mika to refine its sales strategy and resource allocation, ensuring that marketing and sales investments were precisely targeted and effective.

The most actionable insight derived from this analytical approach was the quantification of the necessary engagement level. Mika determined that between three and four distinct touchpoints per HCP are required for a physician to convert into a real prescriber of the digital therapeutic. This deep, evidence-based understanding of the market dynamics not only guided their sales strategy but also resulted in substantial cost savings. By understanding faster and better how to tackle the market, who to approach, and with what specific message, Mika avoided inefficient investment and accelerated patient access to their therapeutic platform.

Key Takeaways:

• Digital Therapeutics Commercialization: The successful market entry of novel solutions like Digital Therapeutics (DTx) in regulated environments (e.g., Germany's reimbursed oncology DTx) necessitates a robust, data-driven strategy for HCP engagement.
• Addressing Patient Needs: DTx development must be rooted in addressing specific, high-impact patient needs, such as providing psychological support and everyday care guidance for patients dealing with cancer diagnoses and treatment phases.
• Veeva Ecosystem Integration: Leveraging established platforms like Veeva CRM is essential for tracking all commercial engagements, providing the necessary data foundation for subsequent analysis and optimization of sales and marketing efforts.
• Ecosystem Mapping for Targeting: Effective HCP targeting requires specialized data sources like Veeva OpenData and Veeva Link to identify not only the individual physician but also their professional ecosystem, including affiliations, conference participation, and connections.
• Quantifying Conversion Requirements: Companies must apply an analytic perspective to their sales conversion funnel to understand the precise investment required. This involves learning where to allocate resources to automate adoption by patients.
• Touchpoint Threshold for DTx Adoption: Mika's analysis revealed a critical finding: converting an HCP into a prescriber for a novel digital therapeutic requires a minimum of three to four distinct touchpoints, indicating the need for sustained, multi-channel engagement.
• Optimizing Sales Investment: Deep market insight derived from data analytics directly translates into significant cost savings by allowing the commercial team to approach the market more efficiently and with better-tailored messaging, avoiding wasteful upfront investment.
• Strategic Partnering: Partnering with established healthcare technology and data providers (like Veeva) provides the necessary infrastructure, data richness, and industry track record to accelerate market penetration for innovative life sciences companies.
• Data-Informed Messaging: Understanding the HCP's background, research interests, and professional connections allows commercial teams to tailor the message about the DTx, increasing the likelihood of conversion and adoption.

Tools/Resources Mentioned:

• Veeva CRM: Used for tracking all HCP engagements and commercial activities.
• Veeva OpenData: Utilized as a rich data set for identifying and addressing the right HCPs.
• Veeva Link: Employed to gain deep background information on HCPs (e.g., conferences, connections) and to analyze market conversion functions.

Key Concepts:

• Digital Therapeutics (DTx): Software-based interventions that deliver therapeutic outcomes, often requiring regulatory approval and prescription.
• HCP Engagement Analytics: The process of analyzing data related to interactions with Healthcare Professionals to optimize sales strategy and improve conversion rates.
• Conversion Touchpoints: The number of interactions or engagements required with an HCP before they adopt or prescribe a new product or therapeutic.