Pharma plays a big role in improving patient outcomes and, by being truly patient centered, can build essential trust and loyalty. Ultimately, the companies that get this right will see better outcomes not just for patients but for their profit margins too.
We don’t want anyone to be left behind.
Sam Petyan, Senior Director for Creative Marketing, reminds us why it is important to remember what makes us uniquely human.
He points out that it is easy, and natural, to be excited by new developments coming through but adds: “Should our focus be AI, or rather empathy? Metrics or behaviors?”
“We cannot lose sight of the one thing that keeps us separate and sets us apart from machines, and that is our ability to empathize.”
“New technology is exciting, and it is valuable, but it is not really human. And given that we are dealing with life, it’s absolutely essential that we keep the human at the very forefront of our thinking and make sure that that is the most influential aspect of our work.”
Keeping the attention on how to bridge the gap between human behaviors merging appropriately with digital transformation, Nat Turner, Senior Director for Communications and Advocacy at AXON, has some ideas.
She said: “I do think we put too much emphasis on innovation being something completely spectacular and out of the ordinary, whereas for me, innovation can be something simple. An act which improves health outcomes for patients and healthcare professionals (HCPs).”
For example, changing a patient discharge process from a paper form to an electronic one. Natalie added: “If this helps free a bed earlier, and discharge someone more efficiently, this is a win for innovation.”
“Discovering a complex new immunotherapy that targets specific types of cancer cells is obviously innovation, but that doesn’t happen every day. Any developments, simple or complex, which lead to improvements in health outcomes and that positively impact patient experiences, for me is a health innovation.”
Tina Hahn, Senior Vice President for Medical, is based in Denmark. She sees the healthcare pressures experienced in Europe are similar globally, with HCPs becoming increasingly time-poor.
She said: “The pressure across healthcare systems is, of course, extreme. Right now, you see that a lot in the UK, and we see it here in Denmark as well. We see it everywhere. So that all pushes back on a lot of the things that happen with our clients or with HCPs in terms of what is delivered and when.”
“We saw during the pandemic that treatments could be fast-tracked in terms of both research and approval, so now there is a greater expectation that actions can be done faster for some things which take priority.”
“There are two things to be mindful of: the pressure on the healthcare systems and the time deficit faced by HCPs.”
Tina believes using emerging technology to reach HCPs: “Everybody wants to get updates, education, training. Let’s do that in a way which is appealing and relevant, whether that is through creative channels or infographics. That brings together the perfect blend of creativity and a strong scientific foundation, and we are making the most of the time that a medical professional has to spare.”
Being able to improve efficiency, in terms of technology, will benefit healthcare settings (primary, secondary and tertiary) for both providers and patients. For industry, being up to date on trends will ensure they retain a competitive edge without forgetting the faces behind the data. Being slow in adopting new approaches means companies risk falling behind and losing their stakes in the market share. AXON has the expertise to support clients on what challenges to tackle first and how to streamline approaches.