Better Therapeutics, Inc. (BTTX): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into the remnants of a company that couldn't quite make the commercial leap, trying to map out the strategic value left behind. Honestly, the story of Better Therapeutics, Inc. (BTTX) as of late 2025 isn't about current operations-it's about the acquisition of its core asset, AspyreRx, by Click Therapeutics after the original firm shut down in March 2024. That original product, a novel cognitive behavioral therapy app, carried a hefty list price of $750 per 90-day script, yet the company still couldn't cover its costs. The real question now is how the new owner is retooling the Product, Place, Promotion, and Price for a post-failure landscape focused on obesity and medication management. Let's map out the four P's of this digital therapeutic's second act below.

Better Therapeutics, Inc. (BTTX) - Marketing Mix: Product

The core asset for Better Therapeutics, Inc. (BTTX) is AspyreRx (formerly BT-001), which received U.S. Food and Drug Administration (FDA) marketing authorization in July 2023 as the first prescription digital therapeutic (PDT) for Type 2 diabetes (T2D). This product is indicated to provide cognitive behavioral therapy (CBT) to patients aged 18 years or older with T2D.

The product delivers a novel form of CBT via a smartphone application, intended to serve as an adjunct to the standard of care. Clinicians prescribe the program in increments of 90 days. The proprietary CBT is delivered in a weekly step-by-step sequence that includes therapy, skills building, and goal setting and tracking.

The efficacy of AspyreRx was established in a Phase 3 randomized controlled trial (RCT) involving 668 subjects, with a mean baseline $\text{HbA1c}$ of approximately 8.0%. The trial met its primary endpoint at 90 days, showing a mean $\text{HbA1c}$ reduction of 0.28% for the AspyreRx group compared to a +0.11% change for the control app group, resulting in a treatment group difference of 0.39% ($\text{P}<0.001$).

Sustained engagement and efficacy were also measured. At 180 days, the AspyreRx app showed continued engagement, with 81% of participants still using the PDT. Furthermore, AspyreRx resulted in a mean $\text{HbA1c}$ reduction of 1.3% at 180 days in 1 out of 2 phase 3 trial participants.

The product strategy included significant access initiatives. Better Therapeutics, Inc. committed to making one million prescriptions of AspyreRx available to support underserved patients through 1,400 Federally Qualified Health Center (FQHC) organizations, with implementation starting in the second quarter of 2024 and running for two years.

A significant strategic event impacting the product portfolio was the acquisition of the assets of Better Therapeutics, Inc. by Click Therapeutics, Inc., which accelerated Click Therapeutics' expansion into obesity and cardiometabolic disease. This acquisition integrates AspyreRx into the Click Therapeutics platform as a new drug-software combination product.

Prior to this, Better Therapeutics, Inc. had pipeline assets intended to expand the PDT platform to related conditions. These assets included candidates for hypertension (BT-002), hyperlipidemia (BT-003), and metabolic dysfunction-associated steatohepatitis (MASH) (BT-004).

The new focus, following the asset acquisition, is tailoring the app technology to address obesity and GLP-1 medication management. While the broader market for GLP-1 drugs is forecast to grow from US$ 48.3 billion in 2024 to US$ 52.95 billion by 2025, the specific, quantifiable product development milestones for Better Therapeutics, Inc.'s tailored obesity/GLP-1 management application as of late 2025 are not publicly detailed in the latest available reports.

Here is a summary of the key clinical data points for the core product:

The product development scope included several intended indications:

• FDA-authorized indication: Type 2 Diabetes (T2D).
• Pipeline asset indication: Hypertension (BT-002).
• Pipeline asset indication: Hyperlipidemia (BT-003).
• Pipeline asset indication: MASH (BT-004).
• Post-acquisition strategic focus: Obesity and GLP-1 medication management.

The company's Q3 2023 net loss was reported as $5.9 million, which reflects the investment phase prior to the asset transfer.

Better Therapeutics, Inc. (BTTX) - Marketing Mix: Place

You're looking at the distribution landscape for the assets originating from Better Therapeutics, Inc. (BTTX), specifically concerning the prescription digital therapeutic, AspyreRx, as of late 2025. The distribution reality is now defined by the May 2024 acquisition of these assets by Click Therapeutics.

Commercial distribution of the original AspyreRx by Better Therapeutics is defunct following the wind-down. The original commercialization efforts ceased when Better Therapeutics announced it would wind down operations and lay off all employees in March 2024. This followed the company's launch of AspyreRx in October 2023 and the subsequent exploration of strategic alternatives.

The product is a digital download, distributed via major app stores (Apple App and Google Play) upon prescription. As an FDA-authorized prescription digital therapeutic (PDT), AspyreRx requires a prescription from a clinician before a patient can download and access the software. The delivery mechanism relies entirely on the infrastructure of the major mobile application marketplaces.

Legacy access included a rebate agreement with a major PBM covering over 70 million lives, effective January 1, 2024. This agreement was a significant step in securing broad coverage for AspyreRx prior to the asset sale. The PBM negotiation covered the PBM's commercial book of business.

A partnership was established to expand access across 1,400 Federally Qualified Health Centers (FQHCs). This alliance, announced in March 2024 with the American College of Lifestyle Medicine's National Training Initiative, committed to making one million prescriptions available through these centers. The implementation timeline for this initiative was set to run for two years.

Click Therapeutics' late 2025 strategy focuses on integration before a new commercial re-launch. The current distribution strategy is centered on integrating the acquired assets, including AspyreRx, into Click Therapeutics' AI-enabled platform. This integration aims to optimize the digital therapeutic for use alongside anti-obesity and diabetes medications, such as GLP-1 agonists, setting the stage for a future, potentially more robust, commercial market entry under the new ownership.

Here's a quick look at the key access points established for the AspyreRx asset:

• FDA Marketing Authorization Date: July 2023
• Initial Launch Date: October 2023
• PBM Coverage Lives: Over 70 million
• PBM Agreement Effective Date: January 1, 2024
• FQHC Network Size: 1,400 organizations
• FQHC Implementation Duration: Expected to run for two years

The table below summarizes the distribution channels and their scale related to the AspyreRx asset:

The shift in ownership means that any near-term commercial activity is now governed by Click Therapeutics' integration roadmap, which prioritizes layering the digital therapy onto pharmacotherapy for conditions like obesity and type 2 diabetes.

Better Therapeutics, Inc. (BTTX) - Marketing Mix: Promotion

You're looking at the promotional landscape for a company whose original commercial structure has ceased to exist. Honestly, the promotional narrative now is less about driving immediate sales for Better Therapeutics, Inc. (BTTX) and more about the strategic repositioning of its core asset by its acquirer, Click Therapeutics.

Better Therapeutics' Original Commercialization Efforts Ceased

The direct promotional activities by Better Therapeutics, Inc. ended when the company officially closed its doors and terminated all employees on March 13, 2024. This followed earlier cost-saving measures, including company-wide salary reductions implemented for the first quarter of 2024 to extend the cash runway. The company, which went public via a Special Purpose Acquisition Company (SPAC) deal in April 2021 with an initial valuation of $187 million, ultimately opted to request voluntary delisting from the Nasdaq Stock Market rather than present a compliance plan. The initial commercialization push, which began after the FDA authorization of AspyreRx in July 2023, included a partnership with the American College of Lifestyle Medicine (ACLM) to expand access across 1,400 Federally Qualified Health Centers (FQHCs), planned to run for two years starting in the second quarter of 2024.

Here are some key markers of the company's final operational phase:

• FDA authorization for AspyreRx received: July 2023.
• Original commercialization staff terminated: March 13, 2024.
• Planned FQHC implementation duration: 2 years.
• Initial SPAC valuation: $187 million.

Promotion Driven by Click Therapeutics' R&D and Partnership Announcements

As of late 2025, promotion is entirely indirect, stemming from the asset acquisition by Click Therapeutics in May 2024. Click Therapeutics is now driving the narrative through its R&D updates and strategic positioning. The plan isn't to immediately market the existing AspyreRx software; instead, Click intends to modify it to integrate with its proprietary artificial-intelligence-enabled platform and its in-house obesity app development, known as CT-181. This signals a shift in promotional focus from a standalone Prescription Digital Therapeutic (PDT) to a component within a broader, data-driven digital health ecosystem.

The assets acquired by Click Therapeutics include:

Primary Promotional Message: Clinical Validation of AspyreRx

The core promotional message that underpinned Better Therapeutics' value proposition, and which Click Therapeutics now inherits, is the clinical validation of AspyreRx's Cognitive Behavioral Therapy (CBT) for A1c reduction. The data highlighted sustained improvements when used alongside existing treatments. This is the evidence base you'd expect to see emphasized in future payer discussions or physician outreach.

The key clinical data points supporting this message include:

• HbA1c reduction in the entire pivotal trial population versus standard of care control: 0.4%.
• HbA1c reduction in the subgroup using AspyreRx alongside GLP-1 receptor agonists versus control: 0.7% at 90 days.
• Duration of sustained improvement measured in the trial: up to 180 days.

New Promotion Focus: Enhancing Medication Outcomes

The forward-looking promotional strategy, driven by Click Therapeutics, centers on the combined product's ability to enhance outcomes for patients on anti-obesity and diabetes medications, particularly GLP-1 receptor agonists. The goal is to support drug-software combination products with enhanced labels, moving beyond simple behavioral support to integrated, data-driven dosing and side-effect management. This is a significant pivot from the original standalone prescription model.

Financial Failure and Payer Reimbursement Difficulty

The ultimate failure of Better Therapeutics to secure broad payer reimbursement for its PDTs is a critical, real-life data point for the entire sector. Despite compelling cost-effectiveness modeling, the company could not achieve the necessary coverage to sustain operations. The modeling itself, however, provides the financial argument that Click Therapeutics will likely use in future negotiations.

The cost-effectiveness analysis from early 2024 showed a strong case from a payer perspective:

The company's need to amend its debt facility with Hercules Capital, Inc. and implement cost reductions, including salary cuts for the first quarter of 2024, clearly signals the financial strain caused by the slow pace of securing this reimbursement traction. Finance: review Q4 2025 cash burn projections based on Click Therapeutics' integration timeline by next Tuesday.

Better Therapeutics, Inc. (BTTX) - Marketing Mix: Price

Price for Better Therapeutics, Inc.'s prescription digital therapeutic, AspyreRx, was established based on its clinical validation and potential to impact the massive national cost of diabetes. The last known list price for AspyreRx was set at $750 for a 90-day prescription.

This 90-day figure translates directly to a $1,500 price point for the full six-month treatment experience. The company positioned this pricing strategy as cost-effective when measured against the estimated $412.9 billion national cost of diabetes. This value proposition was central to discussions with payers, especially following the FDA authorization in July 2023.

To ensure accessibility during the initial commercial phase, the company offered a significant self-pay discount for patients lacking insurance coverage. While the final cash-pay price was not set at the time of the initial announcement, market research cited suggested a patient cost between $25-$50 for a diabetes product was considered reasonable.

The financial reality suggested that commercial revenue was not immediately sufficient to cover operational expenditures. The accumulated deficit of $134.3 million by late 2023 indicated the need for strong revenue generation or further financial maneuvers to maintain the cash runway.

Here's a quick look at the initial pricing structure and financial context:

The strategy to drive adoption involved securing coverage through Pharmacy Benefit Managers (PBMs). For instance, an agreement effective January 1, 2024, provided rebate eligibility for a PBM negotiating on behalf of over 70 million lives in the U.S.

Key elements related to pricing accessibility included:

• The initial launch in October 2023 included a temporary, affordable out-of-pocket option.
• The company implemented cost-saving measures, expected to improve the financial position by approximately $5 million through the first quarter of 2024.
• Following later developments, the company announced it would seek strategic alternatives and be delisted from Nasdaq in March 2024.