Why Pharma and Digital Health Companies Need to Focus on Market Shaping

Why Market Shaping?

Recently I have been giving a lot of thought towards the limitations of bringing digital health products to market, and one of the biggest issues I see is an unready market. I do not think most clinicians and health professionals have a knowledge base on digital health topics, and this is a huge weakness, as they may not be inclined to be adoptors of new tools for patient care. This, in turn, will limit the expansion of digital health products and services and lead to unintended frustrations.

There is a lot of focus on building up and evidence base for a product/service, getting payors onboard, and cleared by federal bodies, but little on marketing, which I think needs to be addressed. The video here goes into detail on how I think pharma and digital health startups can navigate this problem and get up to speed on an area that has been widely unaddressed at this time.