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▪ For digital health apps that don't rely on regulatory approval (e.g., subscription models like Calm or Clue), pricing challenges often revolve around balancing high operational costs with subscription fees, especially in markets where consumers are used to free healthcare services ▪ For those dependent on insurance reimbursement (e.g., DiGAs), the pressure to demonstrate cost-effectiveness for payers can lead to price reductions, hurting profitability ▪DIGA示例：在2020年至2023年之间，德国规定应用程序的平均价格上涨了50％，引发了有关这些解决方案对公共医疗保健系统的负担性的辩论。初始市场进入后，Diga价格重新谈判，通常会大幅降价（大约47％），这可能损害盈利能力和可持续性。例如，2023年Digas的平均初始价格为〜510欧元，而平均再协商价格为〜221欧元（净价）
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