Digital Health and Digital Therapeutics (DTx): the revolution calling for new managers 

26 January 2026

MedTech & AI: the revolution where care becomes software

The next bib revolution in medicine will not be a new pill, but software.
Digital medicine – or digital health – is transforming care into an ecosystem where AI, apps, sensors, and algorithms become tools for diagnosis, monitoring, and treatment. In this scenario, Medical Technology (or MedTech) is evolving rapidly, creating new roles and new career opportunities, particularly for managers capable of connecting medical technology, science, and business strategy.

What is digital medicine? It is the integration of digital platforms, artificial intelligence, and connected devices to improve prevention, diagnosis, and therapies, making healthcare systems more sustainable and patient-centric.

 

Digital health and digital therapeutics (DTx): clarifying the difference 

These terms are often confused, but for industry managers the distinction is essential.

The term “digital health” refers to the entire universe of digital medicine and healthcare technology: wearables, telemedicine, monitoring apps, wellness programs, and digital solutions that support the daily management of health.

Digital therapeutics (DTx), on the other hand, represent a much more specific category. What are digital therapeutics? They are software products certified as medical devices (SaMD – Software as a Medical Device). They are based on clinical evidence and validated through rigorous clinical trials, just like traditional pharmaceuticals, to demonstrate their ability to treat a disease.

What are the main digital therapeutics available today? There are already validated applications for the treatment of type 2 diabetes, chronic insomnia, anxiety disorders, respiratory conditions, and post-stroke cognitive rehabilitation.

The difference between the two terms is therefore clear:
• Digital health: a broad ecosystem of digital health tools
• DTx: clinically validated, prescribable therapeutic software

 

Artificial Intelligence as the engine of the new medicine

AI applied to medical sciences is the “brain” that enables personalized care. Artificial intelligence in medicine does not simply interpret data; it learns from patient behavior in real time.

The main applications of AI in MedTech include:

Predictive analytics: identifying the risk of disease onset before symptoms appear.

1. Predictive analytics: identifying the risk of disease onset before symptoms appear.
2. Advanced imaging: supporting radiologists in detecting anomalies with greater accuracy than the human eye alone.
3. Digital triage: algorithms that guide patients toward the most appropriate care pathway, reducing waiting lists.

 

From code to patient: the MedTech management challenge 

Developing an effective digital therapy is only the starting point. The real managerial challenge lies in bringing that solution to market and making it accessible—putting it into the hands of patients. This requires managers capable of addressing complex challenges across highly regulated and interconnected domains.

Specifically, there are four critical barriers to overcome::

• Regulatory framework (MDR/FDA): navigating strict European (Medical Device Regulation) and international regulations to obtain approval as a software medical device.
• Data privacy and cybersecurity: protecting sensitive patient data in compliance with GDPR and preventing cyberattacks on healthcare infrastructures.
• Market access and reimbursement: demonstrating clinical and economic value (HEOR – Health Economics and Outcomes Research) to persuade national healthcare systems to reimburse app usage.
• Clinical adoption: training physicians and integrating digital therapies into existing clinical workflows.

For this reason, MedTech leadership requires cross-functional skills: regulatory affairs, pharmaceutical marketing, data science, software development, and healthcare system management.

 

The new leaders of MedTech

The world where medicine and artificial intelligence collaborate calls for hybrid professionals. It is no longer enough to be only a physician or only an engineer; companies need managers who can interpret a clinical study, understand a machine-learning algorithm, and at the same time speak the language of business and pharmaceutical marketing.

These professionals will be the future leaders of medical technology companies, DTx startups, and global MedTech corporations redefining healthcare.

This new generation will drive the convergence of MedTech, AI, and digital therapeutics, taking medicine to a level where care is no longer just prescribed—it is continuously adapted, personalized, and improved by software itself.

 

Training at BBS: the Professional Master in Life Sciences and MedTech 

Bologna Business School, always attentive to scientific and technological developments across the business ecosystem, has designed a dedicated program for those who want to lead this transformation.

The Professional Master in Business Management – Life Sciences and MedTech is a 12-month, full-time program taught entirely in English.

Thanks to a strong applied managerial training with a focus on innovation, sustainability, and the development of medical technologies, the program serves as a gateway into the biomedical and MedTech business

• Duration and language: 12 months, full-time, taught in English.
• Target audience: young graduates in scientific disciplines (Biology, Biotechnology, Pharmacy) or engineering who wish to acquire solid managerial skills.
• Career opportunities: MedTech Marketing Manager, Life Science Consultant, Business Development Manager in biomedical companies, and Tech Business Manager are just some of the roles accessible through the program, supported by BBS Career Services and the School’s global network.

 

The final internship provides access to roles such as Sales Control Manager, Brand and Product Manager, R&D Manager, and many others

 

A year in Bologna, in a stimulating and international environment, with continuous and direct interaction with leading Italian and global companies, will allow you to enter the biotechnology, pharmaceutical, and medical device industries driving innovation in healthcare and building a successful career at the intersection of research and market.

 

Contact BBS to schedule an interview: professionalmasters@bbs.unibo.it