In recent years, there has been a significant rise in the popularity of digital therapeutics and wellness applications in the USA.

These apps offer various services, from mental health support to personalized fitness plans.

Digital therapeutics (DTx) uses technology to provide innovative solutions for managing and treating various medical conditions.

The market for such applications has grown multifold. According to a report by Grand View Research, the digital therapeutics market in the USA was valued at USD 2.4 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 19.9% from 2021 to 2028.

As the demand for these apps continues to grow, companies must prioritize the user experience (UX) and customer experience (CX) to stand out in a crowded market.

This blog post will explore the importance of re-imagining CX for digital therapeutics in the USA and provide actionable tips for creating a seamless and engaging user experience.

The Role of CX in Digital Therapeutics Apps

Understanding the User Journey

Understanding their user journey involves mapping the entire process from app awareness to achieving health goals.

The first step is understanding how users discover, search, and evaluate the correct application.

Omada Health, a leading DTx application, promotes its services across social media platforms, blogs, and referrals. In addition, it partners with employers as health plan providers. It has partnered with over 600 employers, including CostCo, Lowe, and Cigna, to reach the maximum audience.

Once you have the right users onboarded, ensuring that user engagement rates remain high on your platform is vital. Gamification is a commonly used technique to enhance user engagement.

Pear Therapeutics, which provides therapeutics against opioid-use disorder, substance-use disorder, and chronic pain, amongst others, has products such as reSET, reSET-O, Somryst, and Pear-006, which feature interactive lessons, quizzes, rewards, and feedback that help its users learn and apply new skills and behaviors.

And, finally, leveraging the right strategies to ensure retention of the users. Memberships, loyalty points, and reward programs have worked well with freemium business models. These can reduce the CAC significantly while parallelly improving CLV.

You can read Mantra’s take on strategies to improve loyalty in subscription-based services here.

By understanding the user journey, digital therapeutics apps can deliver a more personalized and user-centric experience, leading to higher user satisfaction and improved outcomes.

Personalization

A one-size-fits-all approach often fails to impress the users as there are several nuances to consider while mapping out user journeys.

Personalizing the experiences based on the user’s preferences, medical history, consumption behavior, and patterns helps hook the users effectively.

DTx companies should keep in mind the following principles while designing their UX:

Tailoring the app experience to individual user needs
Offering personalized recommendations and content
Allowing users to customize their settings and preferences

Kaia Health uses artificial Intelligence and computer vision to provide physical therapy and pain management. It uses a personalized and adaptive approach to tailor its programs to each customer’s needs and progress. The company’s products, such as Kaia Back Pain and Kaia COPD, use the smartphone camera to track and analyze the customer’s movements and posture and provide real-time feedback and guidance. The company also adjusts the difficulty and duration of the exercises based on the customer’s feedback and performance.

Designing an Intuitive and User-Friendly Interface

Digitalization plays a crucial role in designing an intuitive and user-friendly interface that focuses on simplifying navigation. Here are some examples of how companies can optimize their user interface:

Contextual guidance: Digital transformation enables contextual guidance within the app. For example, interactive tooltips, pop-ups, or overlays that provide advice and instructions to users as they navigate the app help them understand its features and functionalities more efficiently.

Progressive disclosure: As a strategy, it enables progressive disclosure techniques, where information is revealed gradually as the user navigates through the app. This helps to give the user a manageable amount of information at once and allows for a more focused and streamlined navigation experience.

By leveraging these techniques, digital therapeutics apps can enhance the overall user experience and make it easier for users to navigate the app and accomplish their goals.

Leveraging AI for Enhanced CX

Companies can leverage AI to enhance digital therapeutics apps’ customer experience (CX), primarily through generative AI. Here are some examples:

Instant Customer Support: AI-powered chatbots can provide instant customer support within the app. These chatbots can answer frequently asked questions, guide users through the app’s features, and assist in real time. It helps improve the overall user experience by providing quick and efficient support without human intervention. For example, Mantra Lab’s co-creation, Wysa, is an intelligent conversational CX platform that helps assess the emotional well-being of its users and tracks how to improve the same.

Improved App Performance and Functionality: ML algorithms can continuously analyze and optimize app performance. For example, machine learning algorithms can identify and fix bugs, improve loading times, and enhance the user interface.

Generative AI for Personalized Content Creation: Generative AI can create personalized content for users based on their needs and preferences. For example, Livongo Health, which combines connected devices, data science, and coaching to help people manage chronic conditions, uses a data-driven approach to personalize and optimize its services. The company uses generative artificial Intelligence to deliver tailored recommendations and nudges to its customers based on their preferences and goals.

Ensuring Accessibility and Inclusivity

As we begin reimagining the customer experience (CX) for digital therapeutics applications, we must recognize that our target audience encompasses diverse users with varying needs and capabilities.

Designing for Different Devices and Platforms

To truly enhance the CX, designers and developers must embrace this diversity. Let us understand some ways in which companies can focus on accessibility:

Optimizing the app for various screen sizes and resolutions: In a world where the screen size of a smartwatch differs significantly from that of a tablet, it is imperative to ensure that the app’s layout remains intuitive and functional across all dimensions. This means responsive design that adjusts gracefully to varying screen sizes and resolutions.

Testing the app on different devices to identify and fix issues: Rigorous testing across various devices is the linchpin of success. Identifying and rectifying problems arising from device-specific nuances ensures a smoother and more inclusive user experience.

Considering Different User Needs

Inclusive design is about accommodating different devices and understanding and addressing diverse user needs.

Making the app accessible for users with disabilities: Accessibility should be ingrained in the app’s DNA. This entails adhering to the Web Content Accessibility Guidelines (WCAG) to ensure that individuals with disabilities can navigate and utilize the app effectively. Features like screen readers, voiceover compatibility, and text-to-speech capabilities become essential.

Providing options for font size and color contrast: Recognizing the importance of readability, offering adjustable font sizes and high-contrast color schemes can significantly assist users with visual impairments. For example, Epic Systems, a healthcare software company in Wisconsin, powers many patient portals and apps used by healthcare providers across the United States. One of their offerings, MyChart, provides access to medical records and prioritizes accessibility. It includes features like screen readers and compatibility with voice assistance.

By designing for different devices and platforms while considering diverse user needs, we create a more equitable experience and extend the reach and impact of these groundbreaking healthcare solutions.

Conclusion

CX plays a crucial role in attracting and retaining users in the competitive landscape of DTx apps. By understanding the user journey, designing an intuitive interface, leveraging technology, and ensuring accessibility, companies can create a seamless and engaging user experience.

The insurance industry thrives on relationships—but it can only scale through efficiency, precision, and timely distribution. While much of the digital transformation buzz has focused on customer-facing portals, the real transformation is happening in the field, where modern sales apps are quietly driving a smarter, faster, and more empowered agent network.

Let’s explore how mobile-first sales enablement platforms are reshaping insurance sales across prospecting, onboarding, servicing, renewals, and growth.

The Insurance Agent Needs More Than a CRM

Today’s insurance agent is not just a policy seller—they’re also a financial advisor, data gatherer, service representative, and the face of the brand. Yet many still rely on paper forms, disconnected tools, and manual processes.

That’s where intelligent sales apps come in—not just to digitize, but to optimize, personalize, and future-proof the entire agent journey.

Real-World Use Cases: What Smart Sales Apps Are Solving

Across the insurance value chain, sales agent apps have evolved into full-service platforms—streamlining operations, boosting conversions, and empowering agents in the field. These tools aren’t optional anymore, they’re critical to how modern insurers perform. Here’s how leading insurers are empowering their agents through technology:

1. Intelligent Prospecting & Lead Management

Sales apps now empower agents to:

Prioritize leads using filters like policy type, value, or geography
Schedule follow-ups with integrated agent calendars
Utilize locators to look for nearby branch offices or partner physicians
Register and service new leads directly from mobile devices

Agents spend significantly less time navigating through disjointed systems or chasing down information. With quick access to prioritized leads, appointment scheduling, and location tools—all in one app—they can focus more on meaningful customer interactions and closing sales, rather than administrative overhead.

2. Seamless Policy Servicing, Renewals & Claims

Sales apps centralize post-sale activities such as:

Tracking policy status, premium due date, and claims progress
Sending renewal reminders, greetings, and policy alerts in real-time
Accessing digital sales journeys and pre-filled forms.
Policy comparison, calculating premiums, and submitting documents digitally
Registering and monitoring customer complaints through the app itself

Customers receive a consistent and seamless experience across touchpoints—whether online, in-person, or via mobile. With digital forms, real-time policy updates, and instant access to servicing tools, agents can handle post-sale tasks like renewals and claims faster, without paperwork delays—leading to improved satisfaction and higher retention.

3. Remote Sales using Assisted Tools

Using smart tools, agents can:

Securely co-browse documents with customers through proposals
Share product visualizations in real time
Complete eKYC and onboarding remotely.

Agents can conduct secure, interactive consultations from anywhere—sharing proposals, visual aids, and completing eKYC remotely. This not only expands their reach to customers in digital-first or geographically dispersed markets, but also builds greater trust through real-time engagement, clear communication, and a personalized advisory experience—all without needing a physical presence.

4. Real-Time Training, Performance & Compliance Monitoring

Modern insurance apps provide:

On-demand access to training material
Commission dashboards and incentive monitoring
Performance reporting with actionable insights

Field agents gain access to real-time performance insights, training modules, and incentive tracking—directly within the app. This empowers them to upskill on the go, stay motivated through transparent goal-setting, and make informed decisions that align with overall business KPIs. The result is a more agile, knowledgeable, and performance-driven sales force.

5. End-to-End Sales Execution—Even Offline

Advanced insurance apps support:

Full application submission, from prospect to payment
Offline functionality in low-connectivity zones
Real-time needs analysis, quote generation, and e-signatures
Multi-login access with secure OTP-based authentication

Even in low-connectivity or remote Tier 2 and 3 markets, agents can operate at full capacity—thanks to offline capabilities, secure authentication, and end-to-end sales execution tools. This ensures uninterrupted productivity, faster policy issuance, and adherence to compliance standards, regardless of location or network availability.

6. AI-Powered Personalization for Health-Linked Products

Some forward-thinking insurers are combining AI with health platforms to:

Import real-time health data from fitness trackers or health apps
Offer hyper-personalized insurance suggestions based on lifestyle
Enable field agents to tailor recommendations with more context

By integrating real-time health data from fitness trackers and wellness apps, insurers can offer hyper-personalized, preventive insurance products tailored to individual lifestyles. This empowers agents to move beyond transactional selling—becoming trusted advisors who recommend coverage based on customers’ health habits, life stages, and future needs, ultimately deepening engagement and improving long-term retention.

The Mantra Labs Advantage: Turning Strategy into Scalable Execution

We help insurers go beyond surface-level digitization to build intelligent, mobile-first ecosystems that optimize agent efficiency and customer engagement—backed by real-world impact.

Seamless Sales Enablement for Travel Insurance

We partnered with a leading travel insurance provider to develop a high-performance agent workflow platform featuring:

Secure Logins: Instant credential-based access without sign-up friction
Real-Time Performance Dashboards: At-a-glance insights into daily/monthly targets, policy issuance, and collections
Frictionless Policy Issuance: Complete issuance post-payment and document verification
OCR Integration: Auto-filled customer details directly from passport scans, minimizing errors and speeding up onboarding

This mobile-first solution empowered agents to close policies faster with significantly reduced paperwork and data entry time—improving agent productivity by 2x and enabling sales at scale.

Engagement + Analytics Transformation for Health Insurance

For one of India’s leading health insurers, we helped implement a full-funnel engagement and analytics stack:

User Journey Intelligence: Replaced legacy systems to track granular app behavior—policy purchases, renewals, claims, discounts, and drop-offs. Enabled real-time behavioral segmentation and personalized push/email notifications.
Gamified Wellness with Fitness Tracking: Added gamified fitness engagement, with rewards based on step counts and interactive nutrition quizzes—driving repeat app visits and user loyalty.
Attribution Tracking: Trace the exact source of traffic—whether it’s a paid campaign, referral program, or organic source—adding a layer of precision to marketing ROI.
Analytics: Integrated analytics to identify user interest segments. This allowed for hyper-targeted email and in-app notifications that aligned perfectly with user intent, driving both relevance and response rates.

Whether you’re digitizing field sales, gamifying customer wellness, or fine-tuning your marketing engine, Mantra Labs brings the technology depth, insurance expertise, and user-first design to turn strategy into scalable execution.

If you’re ready to modernize your agent network – Get in touch with us to explore how we can build intelligent, mobile-first tools tailored to your distribution strategy. Just remember, the best sales apps aren’t just tools, they’re growth engines; and field sales success isn’t about more apps. It’s about the right workflows, in the right hands, at the right time.

Re-imagining CX for Digital Therapeutics (DTx) apps in the USA

The Role of CX in Digital Therapeutics Apps