Beyond the Pill: Powering better health with MedTech
Top tips for pharma to deliver a better patient experience
Authored by Stephen Potts, Director
In the 1990s, blockbuster drugs such as Lipitor and Prozac dominated the market thanks to strong clinical data and huge salesforces. However, today, in the era of personalised medicine, digital therapeutics, and outcome-based healthcare, a molecule alone is no longer enough. Pharma companies must now deliver integrated solutions, combining drugs, devices, and digital tools to truly improve patient outcomes. After all, not everything that makes you better is a pill.
The rise of smart, integrated healthcare
Medical devices have long supported pharma brands, for example, GSK’s Accuhaler inhaler to depot injectables such as Risperdal Consta. But in 2025, the convergence of AI, wearables, and personalised diagnostics has transformed devices into intelligent health companions. Here are some of the most impactful innovations on the market today:
AI-powered wearables: The Oura Ring 4 and WHOOP 5.0 track sleep, stress, and cardiovascular health, offering real-time insights and predictive alerts.
Smart insulin pens and CGMs: Abbott’s FreeStyle Libre 3, now integrates with apps to optimise dosing and alerts users to dangerous glucose trends.
Implantable drug delivery systems: Delivery systems which offer controlled release for chronic conditions such as epilepsy and parkinson’s disease, improving adherence and reducing side effects.
Auto-injectors: BD’s Intevia™ is now available in a range of therapy areas, including auto-immune disorders, migraine, obesity and MS, improving patient convenience, compliance and ultimately outcomes.
Digital therapeutics: Akili’s EndeavorRx has evolved into full platforms treating ADHD, anxiety, and even diabetes related distress through gamified cognitive therapy.
These innovations are part of a broader shift towards “beyond-the-pill” strategies, where pharma companies offer wraparound services, from mental health support to personalised coaching, to ensure better outcomes and patient engagement.
Why does pharma still struggle with devices?
Despite the promise, many pharma companies still struggle to integrate devices and digital tools effectively. Three key challenges persist:
Mindset shift: Traditional R&D puts the molecule first. But successful launches today require putting the customer journey first, designing solutions around real-world needs, not just clinical endpoints.
Development mismatch: Drug development takes 10+ years; devices can be built in 12–18 months. Aligning these timelines and processes requires cross-functional collaboration and agile thinking.
Development in silos: Too often, the molecule and its delivery device are developed on parallel tracks, only converging late in the launch process. Research, forecasting, and strategy are conducted in isolation, meaning companies miss the opportunity to understand the full potential of the combined solution. By the time integration happens, it’s often too late to optimise for usability, customer experience, or commercial impact.
5 tips for building better delivery solutions
At Purdie Pascoe, through our deep expertise in MedTech we’ve helped pharma clients develop devices and digital tools that truly resonate with patients and HCPs. Here’s what works in 2025:
Start early
Begin device and solution development 3+ years before launch, especially if it needs to be included in Phase III trials. Early engagement ensures alignment with clinical strategy and regulatory timelines.Identify the right stakeholders
Beyond prescribers, engage specialist nurses, caregivers, and digital health coaches, they often understand patient pain points better than physicians.Put the customer first
Use customer journey mapping and ethnographic research to uncover barriers to adoption. For example, fear of needles has led to the rise of needle-free injectors.Understand the trade-offs
Use conjoint analysis to weigh efficacy, safety, convenience, and cost. For instance, patients may prefer a slightly less potent drug if it comes with a wearable that improves adherence and reduces anxiety.Test prototypes with real users
Involve patients and HCPs in iterative prototyping. Tools such as remote usability testing allow rapid feedback and refinement.
Looking ahead
As we enter an era of outcomes-based reimbursement, pharma companies must think beyond molecules. The winners will be those who deliver holistic solutions; combining drugs, devices, and digital tools, to empower patients and improve lives.
Those who don’t? They’ll be left on the shelf. Quite literally.