Pfizer and Alex Therapeutics are collaborating on the development of a smoking cessation app for the German market
Alex Therapeutics, based in Stockholm, combines the latest psychological insights from cognitive behavioral therapy as well as acceptance and commitment therapy with the capabilities of artificial intelligence. The Swedish company has developed an AI‑powered digital therapeutics (DTx) platform designed to deliver stand‑alone treatment solutions for patients: the AlexDTx Platform. Pfizer supports regulatory approval and market launch in Germany, as well as marketing and distribution.
DiGAs: a new market for digital therapies in Germany
Digital health applications (DiGAs) are designed to help detect, monitor, or treat diseases as part of digital therapies. With the introduction of Germany’s Digital Healthcare Act (Digitale‑Versorgung‑Gesetz), patients gained access to these new digital treatment options: certified DiGAs can now be prescribed by physicians, with costs covered by statutory health insurance. For health app providers, this opens access to a market of around 73 million people insured under Germany’s statutory health system.
Alex Therapeutics addresses this market with its digital therapeutics platform, which is already being used globally. The company was founded in 2017 by entrepreneur John Drakenberg Renander, who holds degrees in psychology and business, and Oliver Fleetwood, PhD, whose background is in theoretical computational molecular biophysics. The strong strategic fit between Pfizer and the young company became evident early on through a collaboration with the Pfizer Healthcare Hub Sweden. In April 2021, the partnership was officially announced: the digital smoking cessation app is set to support patients in Germany on their journey to quit smoking. Pfizer supports the company across all key milestones on the path to regulatory approval and market launch in Germany.
Ready for the German market
With the support of experienced Pfizer experts, the Healthcare Hub Berlin team is working closely with Alex Therapeutics to prepare the platform for the German market. This includes guidance on regulatory and approval‑relevant requirements, the translation and localization of content, as well as the further development of both the application and the underlying platform together with seasoned specialists.
Support for marketing and commercialization
Looking ahead, Pfizer will also support Alex Therapeutics in the areas of marketing and sales. As digital therapeutics are still relatively new, their benefits need to be communicated clearly and convincingly to physicians. Pfizer contributes its established network of medical associations and healthcare professionals to facilitate this outreach. Through these channels, as well as targeted direct‑to‑patient marketing, the aim is to ensure broad adoption of the AlexDTx Platform and to support a large number of patients in their journey toward smoking cessation.
Partnering with Pfizer Germany allows us to combine our expertise with that of one of the world’s leading pharmaceutical companies, while opening access to a new and highly attractive healthcare market.
Support from Pfizer’s expert network enables Alex Therapeutics to rapidly enter the German market while gaining access to Pfizer’s global network. For the young Alex Therapeutics team, this partnership also means being able to focus on what they do best: developing innovative digital health solutions that help patients live healthier lives.
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