Noaomi Fried has seen the same plot unfold over and over again: A digital health startup presents software to accelerate drug discovery, track drug consumption, or identify patients for clinical trials. But pharma executives’ initial interest quickly wanes. They stop returning email, often with no explanation.
But if the reasons for startups are mysterious, it’s not for Fried, who has spent her career driving technological innovation at Biogen, Boston Children’s Hospital, and Kaiser Permanente. She said the startups misunderstand their audience and the business concerns that drive decision-making.