The concept of ‘connected health’ defines the strategy currently recognized as the most effective model for revitalizing the healthcare sector, leading it seamlessly into the digital age. Pharmaceutical companies, doctors, technology companies, government officials and scientists have been discussing the possibilities of e-health as a medium for offering physically and socially impaired people better access to health care for years. Given the challenges so far – from regulatory issues to slow innovation implementation to lengthy approval processes – the sector’s transformation process is slow. However, consumer and patient behavior has changed significantly in the last 18 months in response to COVID-19: openness to the adoption and use of digital technologies in the healthcare environment has accelerated rapidly. Could biotech and pharmaceutical companies take advantage of this dynamic to scale their health product offering? Are we finally approaching the tipping point where eHealth is mature enough to drive a sustainable healthcare transformation?
Research results show that most biopharmaceutical companies are still developing their combined care models, and the overall maturity of the eHealth service portfolio remains low. Nevertheless, the ambition related to online health is high. In terms of improving standards of care and patient outcomes, as well as revenue forecasts, many consider it the most cost-effective long-term model for the sector. Working on end-to-end care solutions and building a resource of talent and skills in behavioral and social sciences will enable companies to gain a deeper understanding of patient needs and design products to meet those needs.
The introduction of innovative health offerings to the portfolio will be critical for pharmaceutical companies in the future. Centralizing the development and management of these products will enable faster and more efficient work of medical teams. Designing such ‘combined health products’ that deliver tangible value and improve patient outcomes will be commercially viable for both businesses and customers (patients). On a larger scale, ensuring data integration across the organization and building an ecosystem of open innovation will enable companies to rapidly scale their products and services in a new model, establishing “connected health” as a model for future healthcare.
As the Capgemini study indicates, the vast majority (as much as 97%) of respondents from the biopharmaceutical industry say that their company has already implemented or intends to work towards increased patient involvement and satisfaction by implementing e-health services in its portfolio. New treatment options (95%) as well as early diagnosis and detection of the disease (94%) are the most important results that respondents believe can or has already been achieved. By using new technologies, healthcare professionals can meet the needs of patients by providing more convenient, personalized healthcare. A Capgemini study from 2020 revealed that consumers had been waiting two years ago for the possibility of digital, remote healthcare. In fact, nearly half (46%) of all consumers said they didn’t mind using technology to manage their health. Connected Health will also enable patients to be more involved and accountable for their healthcare decisions. Patients will also have better access to appointments at convenient times and places via remote calendar management systems. Coordination will also be improved as patient data will be automatically sent to doctors and updated in their medical history.
Until now, attempts to innovate in the healthcare sector have been hampered by costs, regulatory constraints, reimbursement issues and cultural barriers. “Connected Health” – which is at the crossroads of digital and traditional care – is regularly discussed around the world as a way to harness the power of new technology to improve patient engagement and health outcomes. In the United States, combined health began to gain importance with the passage of the Affordable Care Act (ACA) in 2010. The reform showed a revolutionary approach to simultaneously improving quality, reducing costs and extending the coverage of medical care. ‘Telehealth’ (the distribution of diagnostic and information services using information and communication technologies [ICT]) has been proposed as a way of promoting greater access for patients, signaling an openness to the use of digital technologies and thus the basis for an innovative healthcare framework.
The development of ‘connected health’ – and with it the alleviation of some long-standing barriers to healthcare transformation – has been accelerated by the COVID-19 pandemic, notably through the increase in the use of telemedicine, with patients increasingly preferring remote care for reasons including for convenience, ease of planning and security issues. A 2020 Capgemini study on consumer behavior in the field of health revealed that consumers are increasingly demanding digital health and ‘contactless’ care options.
Market trends, including the rising cost of treating chronic diseases, the shift towards value-driven efficiencies, and the need to extend the lives of mature brands, especially in large drug manufacturers, are also driving the demand for web-based health. The digital health market is expected to exceed $ 426.8 billion by 2027. Moreover, the global digital therapy market is expected to grow to $ 14.5 billion by 2027. The results of these studies show that many biopharmaceutical companies are still developing their strategy for connected health, and new opportunities are constantly emerging. Connected Health is a concept with recognized potential, and many companies have made progress in building a service portfolio and delivering both financial and clinical value from them. However, the question remains whether we are close to the tipping point where new technologies will bring about a lasting change in the way healthcare is delivered and organized. With the COVID-19 pandemic increasing the demand for and supply of digital health services, biopharmaceutical companies are in an excellent position to accelerate and scale their e-services.
