Agree, THE key mesure for a sustainable business is active paying subscribers. The current situation I would see that as supporting a view that DTC in this space is very challanging, asthma is a complex multifactorial disease, patients have complex motivations as to why they do / don't adhere or use technologies. Hence the impotance for successful US commercialsation for adoption to be physician led / sponsored and financially positive for the US physician.
Ann: New GBP2m NIHR-Funded UK Paediatric Asthma Clinical Trial, page-26
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