RE: Merck’s heads of oncology and head of digital health16 Aug 2024 18:54
One example of this partnership approach in practice is Merck’s 2023 deal with Huma Therapeutics, a global digital health technology company. The pair launched a cancer treatment companion app in the UK in April this year to support bladder cancer patients. Additional markets are planned for launch in the coming year and may support delivery of care for a range of cancers.
The app is designed to support patients and caregivers in navigating the complexities of bladder cancer treatment. It aims to help patients:
understand of their treatment
have better conversations with their care team
self-track their health state
access holistic care services
connect with a personal support network
and manage expectations
UK-based patient organizations and specialist cancer care centers were involved in piloting the treatment journey app in advance of the launch.
4. AI Is Opening Doors
“We have done several collaborations in the last couple of years to bring AI technologies into research and development,” Hefez noted. Merck is leveraging artificial intelligence across its business.
Specifically, Hefez highlighted that the oncology business was looking at AI tools to help with product launches. “The beauty with AI is that not only can you segment the market, but you can also build training models for your salesforce.” Hefez sees AI as an “enabler.” The company is also using AI to better understand market trends.
From a digital health perspective, AI technology is “giving us superpowers for consolidation and synthesis of information,” Ozcan added.
He is also excited about the prospect of using AI technology to further enhance “hyper-personalization” of digital health tools.
Looking Ahead
Ozcan said there was no “golden recipe” for developing digital health tools, but Merck had focused on demonstrating value.
“The future is drug-digital combinations. It’s a very powerful tool."
The key measure for success when developing digital health technologies in any therapeutic area is adoption, Hefez believes. “At the end of the day, adoption is the most important KPI. We can come up with the smartest tool ever, but if there is no adoption the tool is useless.”
There was a time when almost any digital health tool could secure investment, but that period has ended. Ozcan said, “We have moved away from that world.” Now, evidence is critical. “Historically, digital could be a bit of a marketing gimmick, but that is no longer good enough,” he said. Integration into health care systems, adoption rates and adherence data are critical measures now. “Being evidence driven, especially in oncology, resonates,” he said.
The secret to success for digital health in oncology is simple, “collaboration, strategic alignment and very diligent follow-up,” said Hefez.
He has set three key goals for the oncology business in the coming 12-18 months:
Deliver on the existing pipeline;