Case:
Medice’s ADHD app launch: a digital health success story

The app could face significant barriers to adoption and commercial success without addressing these issues. As Søren Esben Hansen, Chief Advisor for Advanced Market Research at Signum, explained, “The stakes were high for Medice. We needed to give them clear answers on where to invest their resources and how to mitigate the risk of launching in an immature market.”

The Solution

Our approach was data-driven and focused on aligning perspectives from all key stakeholders – payers, HCPs, and end-users. This ensured that the business case was built on a foundation of real-world insights.

Step 1: Market Analysis

We started by evaluating the political and commercial maturity of Denmark, Norway, and Sweden. The analysis revealed that Sweden was the most promising market due to its political commitment to digital health initiatives. This market had the potential for faster adoption and reimbursement, giving Medice a clear direction on where to begin.

Step 2: Stakeholder Interviews

Next, we conducted in-depth interviews with healthcare professionals and payers to understand the key drivers behind their interest in digital health solutions. For instance, HCPs viewed MEDIGITAL as a tool for efficient ADHD training, particularly in rural areas where access to in-person resources is limited. Payers saw the potential for cost savings by reducing face-to-face interventions.

Søren reflected, “We learned that while public sector engagement would eventually be crucial, starting with private partnerships offered the quickest path to market success.”

Step 3: End-User Testing

We also tested the app with end-users – primarily parents of children diagnosed with ADHD— to assess its practical value and potential impact. Their feedback was crucial in refining the app’s features and identifying areas for further development.

Parents appreciated MEDIGITAL’s flexibility, which allowed them to learn about ADHD at their own pace. Some parents noted that the app allowed parents to think differently about societal norms and empowered families to find personalized solutions. Another parent highlighted the importance of structure, explaining how tools like timers help with transitions and expressing confidence that MEDIGITAL’s structured features would simplify this process.

Through this process, we delivered comprehensive insights, enabling Medice to move forward with a well-rounded business case and a clear go-to-market strategy.

The Results

The collaboration between Signum and Medice enabled informed decisions on the app’s launch strategy, including:

1. Market Prioritization:
   We selected the first launch market based on our analysis of its political goals and market readiness for digital health solutions.

2. Strategic Partnerships:
   Private-sector partnerships were pursued, offering a solid foothold while positioning Medice for future public-sector opportunities.

3. Enhanced Product Value:
   User testing helped refine MEDIGITAL’s core features, making it more family-friendly and increasing its potential to improve ADHD outcomes. Parents particularly valued the app’s ability to provide in-situ help, such as reminders for tasks like brushing teeth or transitioning between activities.

Søren explains, “The ability to gather real-world feedback and align it with market data was key in reducing the risks for this launch. Our approach ensured Medice wasn’t flying blind but had a solid framework from which to build.”

Conclusion

The success of digital health solutions like MEDIGITAL lies in their ability to address medical and practical needs. Medice has shown that collaboration with healthcare professionals and payers, combined with end-user feedback, is critical to overcoming the inherent challenges of launching a digital health product.

The market for digital health solutions still presents barriers that companies must overcome. The case of MEDIGITAL highlights the hurdles in introducing a new solution to a market with no established reimbursement frameworks. Yet, as seen here, even a market with no clear reimbursement structures can offer a significant growth opportunity with the right strategy.