Thanks to the last two years, a change came into place when it comes to digital health. In response to COVID-19, the medical industry is incorporating digital engagement models.
Taking advantage of the rising omnichannel model and becoming more customer-centric is a goal many pharma companies are aiming towards. But, how can this sector maintain a human side to this whole metamorphosis?
The potential of digital health
Technology has been transforming the field of digital health. In response to the Covid-19 pandemic, healthcare is pondering how to improve medical care processes. This evaluation also includes the use of these digital tools.
The increasing use of AI is somehow making healthcare more human. Despite the fears that machines will replace human workers, the truth is that more workers are benefitting from its advantages.
Combining medicine and technology is a bright future envisioned by healthcare practitioners. It will allow these two fields to operate side by side and improve patients’ experience as a whole.
The changing attitudes on digital healthcare
The idea of digital health as a driving force for the future of healthcare is no longer a pipedream for people with this vision. Even before COVID-19 struck technologies were in progress for the improvement of this sector. As large companies embraced a vision of a distant digital future, it appeared that this slow adoption of digital tools would continue.
Yet, when the pandemic hit everything changed. The future envisioned by many healthcare professionals was closer than ever. This is because healthcare was unable to stay put towards the new panorama before them. Both this sector and digital health companies spent the last two years in an extensive learning process.
In these last two years, more and more tools came to light. Through them, the way that medical practices are approached has improved and changed in ways never thought to be possible.
There’s also the emergence of a hybrid engagement model. One that combines elements of digital and physical systems, appears to be on the horizon. “Digital health” is no longer a mere buzzword. It’s setting the path to becoming a pillar of present-day healthcare.
A look back at the pre-COVID perspectives on digital healthcare in 2019
Many specialists were looking into the growing possibilities that technology was enabling them.
In 20219, a survey by MIT Technology Review Insights found that, even at that time, healthcare professionals were using AI in their work context. Of the respondents, 70% were from the US and 30% from the UK.
One of the most striking conclusions was that 72% of the participants showed interest in implementing AI. Many of them were using its benefits for tasks such as:
- Improving data analysis;
- Enabling better diagnoses and treatment predictions;
- Freeing medical staff from administrative burdens.
More than 80% of the participants expressed the help that AI-based technology represented. To them, AI presented an extension of professional capability in healthcare, as opposed to an extinction. 79% were willing to increase their budget on AI applications to develop their potential.
As a matter of fact, for many of the participants, AI optimized a series of procedures. Diagnosis abilities and regulatory and data complexities improved through technology, according to them.
To many professionals, AI was extending the resources and capabilities of overworked healthcare professionals and improving processes. Another finding in this essay stated that AI helped to synthesize many perspectives from data and insight. These elements came from both patients and HCP.
In a way, this approached healthcare to the real needs of humans who need their products and treatments.
What might be next in the digital health revolution?
Healthware Group CEO Roberto Ascione, who wrote a book on the topic of the future of health, thinks that this evolution is still in “phase 1”. There are several stakeholders who have yet to learn how to use the advantages of digital healthcare.
Technology is becoming more and more complex. To the point that some people might not be able to keep up with its evolution.
The matter of education on the proper use of technology is a significant obstacle. One that might condition the evolution of healthcare in this field. Not only that but there’s the fact that stakeholders have to address the matters of funding and having access to these elements.
Healthcare is an area that extends throughout a variety of environments with several levels of infrastructure. Some of them will not be able to accommodate the tech innovation. Yet, Roberto isn’t alone in the hopes that the investment in these initiatives will only grow thanks to the awareness brought up by COVID-19.
The digital health evolution can only have two outcomes for pharma companies. Especially to those still adapting to the present reality.
Either they adapt to the new normal or risk staying behind by the fierce competition which is testing more and more with these elements.
What issues can be solved in the near future?
Without a doubt, we are walking into an era in which healthcare is becoming accessible, affordable, and fair to all. To achieve this pharma must become customer-centric within the next few years. Some human needs will be addressed little by little. Among them we can point to:
- Giving patients access to their full set of health data. At the same time providing them with the proper tools to understand it;
- Reflect on how can services evolve to make health disparity data no longer an issue. This is a vital topic among marginalized populations;
- Using the advantages that evolving technology can provide. They can improve the patient experience through a personalized and convenient model suited for the new needs of digital consumers;
- Fuse digital and physical care. It creates new effective, trusted, and reliable services, both in-person or remotely;
- Provide stakeholders (HCP and patients alike) with more than advertising content. Give them the content of value that gives them quality education on health topics.
The wonderful technology around us can be harnessed for good with ample room to spare. Yet, to improve the HCP and patient experience, we must first put ourselves in their shoes. That way the processes become more accessible, personalized, and helpful for all.
When it comes to providing content of value for stakeholders, video content can help pharma brands achieve unique results. All with the click of the “play” button. RedNovius has the perfect solution in this regard.
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