Health Information Technology (HIT) is fast becoming a key component of our new healthcare system as hospitals, payers, doctors, patients, the government and the rest of the players in healthcare all work to implement new platforms and technology to improve the quality, safety and efficiency of healthcare. HIT includes everything from EMRs/EHRs to e-prescribing, Clinical Decision Support (CDS) programs, Health Information Exchange (HIE) and more. Of course, new platforms also represent new opportunities for pharma and medical device marketers to reach their audiences. PM360 asked marketers and HIT experts:
How can life science companies use the opportunities now available through HIT platforms to reach and help healthcare providers and/or patients?
What kind of HIT solutions can life science companies provide to help HCPs deliver better care as they adjust to the new outcomes-based healthcare system?
Working in the HIT space often brings up concerns in regard to violating patient privacy, data security and/or remaining compliant with HIPAA Privacy and Security Rules. How do you ensure that your solutions are both safe and compliant?
In what ways can marketing and IT departments work together to create more personalized or data-driven campaigns based on the information they glean from their HIT programs?
In many industries, marketing and IT departments have traditionally been divided in their efforts—marketing at the front with customer interactions and IT in the back office finding operational efficiencies and better workflow.
We are in the midst of a digital transformation, aiming to upend that traditional model. Cloud computing, on demand mobile access, instant feedback with social and the supporting information analytics are changing the moments of interaction. Pharma must adapt to evolving technology to improve the patient journey.
Patients are becoming more empowered through digital media and new technologies, and therefore, manufacturers will be expected to deliver more value beyond the prescription to help improve overall health outcomes.
Pharma companies will seek service providers who can deliver digital solutions for specific patient interactions, such as benefit verification, prior authorizations and patient assistance programs, which will engage the patient and ultimately reduce prescription abandonment.
The connected patient will require digital tools through each step of the patient journey in order to make good decisions to start and maintain therapy. It will be marketing’s job to explain the nuances of a technical service or application in order for patients to fully grasp the mechanics of the product.
New, personalized customer and patient interactions will be driven by technology. It’s not a matter of asking the question, “In what ways can marketing and IT departments work together?” as much as it is “What companies realize and embrace this transformation, and integrate the marketing and IT departments?” Hybrid skills speaking both business and technology will be required to lead. Furthermore, with life sciences trailing as an industry in this digital transformation, there is a tremendous amount of upside for marketing and IT to drive a personalized patient experience.
Published July 2014 | Reproduced with permission by PM360, The Essential Resource for Pharma Marketers.