Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{200636,
        author = {Yash Pal},
        title = {Digital Therapeutics Adoption in Chronic Disease Management: Marketing Strategies, Patient Trust, Pricing Models, and Pharma Partnerships in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {2277-2284},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200636},
        abstract = {India bears one of the world’s largest chronic disease burdens, with over 77 million individuals diagnosed with Type 2 diabetes (ICMR, 2023) and millions more managing cardiovascular, respiratory, and metabolic conditions. Digital Therapeutics (DTx) — clinically validated, software- driven interventions designed to prevent, manage, or treat medical conditions — have emerged as a scalable and cost-effective solution. Despite significant investment, DTx adoption in India remains nascent, constrained by patient skepticism, pricing complexity, regulatory ambiguity, and limited physician awareness.
This paper adopts a qualitative, theory-building design combining systematic literature synthesis with comparative case study analysis of three Indian DTx companies — BeatO, Sugarfit, and Wellthy Therapeutics. Grounded in the Technology Acceptance Model (TAM) as the primary theoretical lens, the study identifies patient trust, tiered pricing, pharmaceutical partnerships, and physician engagement as the four critical determinants of DTx adoption. A novel four-pillar conceptual framework is proposed, extending TAM by incorporating tripartite trust segmentation, pricing architecture, and pharma partnership dynamics — factors largely absent from existing adoption models. Findings indicate that trust architecture and pricing strategy are the most critical and interdependent drivers of adoption in the Indian context, with pharmaceutical partnerships functioning as a key institutional accelerant.},
        keywords = {Digital Therapeutics, Technology Acceptance Model, Patient Trust, Tripartite Trust Segmentation, Healthcare Marketing, Pricing Architecture, Pharmaceutical Partnerships, Chronic Disease Management, India, Emerging Markets.},
        month = {May},
        }