From smart apps to remote patient monitoring to smart pills, technology is having a major impact on the way patients receive and view modern medicine.
Even pharma’s efforts toward COVID-19 vaccinations have improved patient perceptions, and greater integration of the healthcare ecosystem is transforming the way patients receive care. As we close out 2021 and look ahead to a new year of new possibilities, it’s clear that modern medicine continues to evolve and transform, with technology driving its evolution.
Creating new solutions to remove barriers to care
Access to care has always been an issue in the US healthcare system, ranging from limited resources to rural care options to cost prohibitive care preventing access. In the digital age, new solutions are helping to remove some of those barriers to help level the playing field. Many new healthcare solutions are using a direct-to-consumer route to help improve convenience and reduce regulatory barriers. In fact, only 16 per cent of patient obstacles are related to cost, with most barriers stemming from insurance regulations and restrictions that prohibit patients access to medications.
Brands like Ro and HIMS offer direct-to-patient services that deliver convenience, low costs, and easy access to medications. With technology enabling nearly every other commodity available on demand, patients are wondering why the same approach can’t exist with healthcare. Today’s consumers want options and availability, not competing access points. We’re already experiencing some of this with the use of omnichannel models to support engagement, delivering the necessary support to patients in their preferred method of connection and communication. The challenge will be to extend this to legacy healthcare systems to reimagine how services can meet patient needs.
Integration is a key to future models
Technology has certainly had a major impact on how medicine is delivered in 2021, but a digital-only model isn’t the only path to success for the future. Modern medicine is also learning to meet patients where they are and deliver services to meet their needs. In many cases, this means an integration of both digital means and traditional in-person services. By combining these elements and offering support through a multitude of channels healthcare services can maximize its delivery and outcomes to patients.
An example of this could be a patient’s first visit conducted in-person, with subsequent visits done in a virtual format. This presents beneficial options to both provider and patient, allowing for continued care without greater time commitment. With multiple access points to connect with patients via text, video, email, chat, virtual, and in-person visits, integration into a patient’s life is easier than ever. And there are more options for various types of providers to round out the care team to create a holistic approach to connect with patients in meaningful ways.
Changing perceptions of pharma
The changing perception of medicine isn’t exclusive to the delivery of care, but also extends largely to pharma companies as well. But there is a reckoning in the industry about how patients view pharma. From a patient viewpoint, pharma’s role happens at the pharmacy counter, largely limited to the cost of a drug and its effectiveness on their given condition. Recent studies found that patients have very little knowledge of what pharma does behind the scenes and how drug delivery works, extending from development of a new drug to approval and dispensing. But once again, technology is helping to change those perceptions using digital drug companions and digital health platforms. These digital integrations are creating new value for pharma companies and helping to shift patient ideas about pharma’s role in modern medicine.
In addition to digital technology, pharma’s investments in COVID vaccines are also helping to change patient ideas about pharma companies. In a recent survey among 4,000 patients, pharma companies saw an 11 per cent increase in favorability due to the rollout of COVID vaccines. While approval ratings remain under 30 per cent among patients, pharma companies are seeing a shift in perception among patients. And there are additional opportunities to change the perception of pharma in the coming year. US pharma companies lead the world in clinical innovation, yet few patients are aware of these efforts and investments in clinical trials. Pharma can also highlight their work in experimental drugs, and advancement of drug technologies which are often lifelines for those with chronic illness. Using technology platforms and new pharma innovations, patient perceptions can continue to improve and spur development of future medicines.
At-home healthcare
For so long, healthcare has been delivered in a medical setting, mostly at a hospital or physician’s office. But technology is helping to change those perceptions too, with more services now available to patients’ homes. The growth of telemedicine and the COVID pandemic have helped to increase adoption rates of virtual care, and new developments in tech are taking things a step further.
For retailers Walmart and CVS, they view the home as a whole care environment, not just where medications are taken, and are extending their reach with telemedicine options and remote monitoring devices. These new offerings can be purchased in store and connect to nurses and providers in their retail clinics. Amazon is also using its Echo and Alexa-enabled devices to connect users to healthcare services, with appointment reminders, cognitive engagement, and virtual connection to providers. But as CVS reports, its investment into home care isn’t just about technology and is largely based on provided services, which means personal care is still a prominent aspect in modern medicine with support from technology.
Digital health offers new options
Today’s digital health services are radically different from five years ago, with advanced platforms that transform devices into robust solutions and deliver more insights. In fact, the industry holds so much potential to improve the lives of patients, more tech companies are developing relationships with healthcare systems to connect people and data to capture greater patient knowledge. These valuable insights are being used to understand challenges in care delivery, medication management, and obstacles in the healing process. As a result, patients today are more informed in their health, and people are more aware of their mental state.
The use of technology in the healthcare sector presents new options to evaluate and approach the patient journey, with the ability to solve every step along the way. Connected devices present improved transparency into challenges and enable healthcare systems to build and scale solutions to problems throughout the enterprise. The data collected from tech also provides greater insights into the lives of patients and how they act throughout their treatment journey. This insight allows for increased personalization, as no two patients are alike, and may need different types of support at different points in their treatment. All of this can be developed and deployed in a more rapid fashion thanks to technology and its imprint on the way healthcare is being delivered. It results in a connected, personalized, and more holistic approach to treating people, not just patients.
While technology is helping to change perceptions of modern medicine, it’s important to remember that patients remain at the core. And at the end of the day patients just want simple direction and support throughout their treatment. Any digital health tool should help to remove burdens and barriers, and support ease of use and advance the treatment journey. Apps and new features can be impressive, but if it adds to the complexity of care patients already face, they become useless. As the health industry faces a shifting perception, new advancements in digital health should be purpose driven, using data points to present wisdom, learning, and guidance to patients instead of just information.
About the author:
Omri Shor is the CEO of Medisafe, the leading digital companion platform that provides personalized treatment support to more than 7MM users. He is an expert in digital medicine applications and works closely with major pharma companies in developing and guiding direct connection to patients via innovative platforms to support improved health and treatment, with customization and guided treatment.
