The news: Pfizer is partnering with Swedish digital therapeutics (DTx) company Alex Therapeutics to commercialize a smartphone-based nicotine cessation program (dubbed Eila). Currently, Pfizer is helping get the DTx clinically validated. The companies plan to commercialize the DTx in Germany first, and eventually to other international markets.
The opportunity: Pharma companies are testing the waters in European markets like Germany prior to expanding to the US, since digital therapies are covered by insurance there (and more likely to be used).
Plus: There’s a huge market for nicotine addiction treatment in both Europe and the US.
The bigger picture: The European market can serve as a stepping stone for FDA approval in the US market.
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